Yorkshire Tea has ‘tarted up’ the town of Bakewell in Derbyshire to promote its new ‘Cherry Bakewell Brew’, part of its expanding flavoured black tea range.

Developed in collaboration with creative agency Lucky Generals, Goodstuff and Jaywing, the activation formed part of the tea brand’s ongoing ‘Stir it Up’ platform.

Yorkshire Tea’s ‘takeover’ of Bakewell resulted in the creation of a series of engaging films with local people, “sharing moments of discovery and delight around the new brew” with the help of Great British Bake Off Junior presenter and influencer Liam Charles.

“Our Cherry Bakewell brew is a nod to a British tea-time classic, so we knew we needed to come and get the approval of the people of Bakewell before unveiling it to the nation,” said Penny Webster. brand manager at Yorkshire Tea.

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“We loved being part of the town for the day and want to thank everyone who helped us make it the best launch yet. We seem to have got the thumbs up for our new brew!”

Four 30-second social-first films, along with various shorter individual films, will be released across social channels this month. Media was handled by Goodstuff with social and content handled by Jaywing.

Nick Bird and Lee Smith, creative directors at Lucky Generals added: “Thanks to Yorkshire Tea, you can now have your cake and drink it.”