Jaywing has spent 25 years obsessing over data and human behaviour. But sometimes, the most powerful insight isn’t hidden in a complex spreadsheet; it’s printed right on the side of a tea box.
For Yorkshire Tea, that truth is simple: it takes four minutes to make a proper brew.
While most social strategies are a race to grab attention in the first three seconds, the integrated marketing agency decided to do something different. They decided to respect the four minutes people were already spending waiting for their kettle to boil.
The result was Four Minute Wonders, one of Yorkshire Tea’s most successful social
campaigns to date. It didn’t start with a trending audio or a viral format; it started with
a fundamental consumer behaviour.
A campaign built around a behaviour
Instead of trying to interrupt a busy social feed, Jaywing created a series of four-minute films designed to sit comfortably within a pause in everyday life. These weren’t flashy adverts; they featured familiar faces and unhurried conversations, all while a kettle boiled quietly in the background.
By treating data-driven insights as the foundation for the creative, they ensured the work felt like company rather than advertising. This single decision to “slow down” dictated everything; from the casting and pacing to how they distributed the work across channels.
Go “Behind the Brew” with Jaywing
On Thursday 29 January, Jaywing is hosting a 30-minute webinar, Behind the Brew, to share exactly how this project came together.
Rather than just showing the highlight reel, the team will be revealing the strategic decisions that kept the campaign authentic, including:
Foundation: How a single brand truth became the bedrock for a multi-channel campaign.Strategy: Why slowing down was a deliberate choice to drive deeper engagement.Integration: How they balanced paid and organic activity without breaking the “unhurried” tone.Lessons: What they learned about real human connection versus mere digital visibility.
Jaywing delivered this project end-to-end. You’ll hear directly from:
Becca Tredget, Strategy Director
Ryan Dean, Content Director
Aimee Wood, Senior Account Manager
Belen Wilson, Creative Director
They’ll be answering your questions live, helping you apply these lessons to your own brand challenges, whether you’re looking to build better digital connections or wondering how creativity and data can lead to more tangible results.
Register now
Behind the Brew: Inside one of Yorkshire Tea’s most successful social media campaigns
Date: Thursday 29 January 2026
Time: 1.00pm – 1.30pm
Sometimes, the most effective way to grow your business isn’t by doing more, but by noticing what your customers are already doing, and doing that properly.
