Yorkshire Tea’s club banger bags Gen Z fans

Yorkshire Tea has released a catchy song and wacky music video encouraging young Brits to pack their tea bags when they go on holiday. Pack ya bags has racked up over 1.7 million views on YouTube (and counting), so let me break down why this is a perfect play on this platform.

25% of YouTube’s overall content consumption comes from music according to Gitnux Market Data, and Statista’s research shows music videos are the most popular video content type on the platform. There’s a huge audience here and as a brand, hacking this consumer media habit of listening to music on this channel with a song of your own is a wise move indeed. It’s not easy to pull off, though! Yorkshire Tea has done a great job in picking the right creative team to brew the perfect summer club hit.

Yorkshire Tea worked with Lucky Generals to create the song and video. Creative directors Nick Bird and Lee Smith told Little Black Book: “We knew from the off that we didn’t want this to be an ad parody. It had to be a genuinely banging track. So we thought we’d approach Ninja.” Ninja Tune is a record label, they helped source the right artist to write the track on behalf of the brand.

I picked this campaign because it shows how brands can collaborate with artists to create advertising that is delightful and simply a part of culture rather than an interruption in any way. I have to confess, I don’t drink tea, but if that ever changes, I know what brand I’d pack in my bags.