The creations were created by food artist Connie Viney and featured well-known names from the northern counties. Actress Judi Dench, One Direction star Louis Tomlinson and singers Jarvis Cocker and Mel B, all of whom were voted Yorkshire’s top celebrities in a recent poll, were recreated in tea-flavoured sponge cake.
The team behind the artwork spent a whole day in the Madame Tussauds gallery studying the famous faces, while the entire creations took three weeks to make by a team of five bakers.
The brand worked with agency Tribe to deliver a sampling campaign alongside the cake display. Sampling activity featuring a giant branded chocolate teapot, which also took place at Leeds railway station.
Kevin Sinfield, marketing manager at Yorkshire Tea, said: "Yorkshire Tea already has a strong relationship with East Coast trains, being the preferred brew of the journey up north.
"Our #teaonthetrain activity generates fantastic online buzz, capturing consumers at a key time to interact with our brand, on a long train journey. That’s why train stations felt like the perfect venue at which Yorkshire Tea could share Yorkshire Day with the UK."
The activation follows the company’s marketing events surrounding the Yorkshire Grand Départ of the Tour de France. These centred around a sampling caravan which visited fan parks and railway stations around the country, after the brand re-named its product Yorkshire Thé in homage to the race’s French roots.
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