LONDON — Yorkshire Tea has appointed Zeno Group Australia as its first PR and activation agency in Australia.

Zeno Australia and 3 Monkeys Zeno in the UK will work together on an integrated programme to lead PR, content, sampling, influencer and experiential activity for the brand, owned by tea and coffee merchant Taylors of Harrogate.

Yorkshire Tea’s senior PR and activation manager Gina Stringer said: “This is the first time Yorkshire Tea has enlisted PR support in Australia and we’re looking forward to introducing more Australians to the joys of a proper brew.

“Zeno Group impressed us with their ability to blend local UK brand knowledge with on-the-ground Aussie insights. They demonstrated the perfect combination of strategic thinking and clever creative concepts, underpinned by a deep understanding of the brand and our values.”

Zeno Group Australia general manager Sarah Littlefair added: “We are so delighted to begin a long-term partnership with Yorkshire Tea and look forward to introducing more Aussies to this iconic brand. We’re particularly proud to have worked so closely with our global team to share resources and expertise, ensuring that Yorkshire Tea appeals to Australian tea drinkers, while still holding true to its British heritage.”