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Yorkshire Tea – Biscuit Moderation

Why we love it: Like the Innocent gag, this is a succinct and relatable one-liner. But unlike Innocent, Yorkshire Tea brought it into the specific world of their audience (who famously enjoy their tea with a few/many biccies). What you can learn from it: This gag could easily have been written from a Brands Against Mundanity Monthly template along the lines of “For a [X] January, stop [Y] and start [Z].” Point being: whenever you

innocent – 378 Days of Hilarity Ahead

Why we love it: It’s a succinct one liner that speaks to what everyone is thinking. The only thing that’s missing, for us, is any specific relevance to Innocent’s audience rather than just ‘the whole world’. But that’s kind of how Innocent roll, and as a household name they can get away with it. What you can learn from it: In comedy writing, editing is everything. Even if you’ve written a joke using a Brands

innocent – Stay in Bed

Why we love it: It’s simple, it’s relatable, it’s innocent in tone. What you can learn from it: This post just goes to show that relatability is everything – and that expressing a sentiment that your audience strongly relates to, especially if you can time it perfectly (this one went out on a rainy Monday morning), can generate engagement. Even if you can’t quite muster the motivation to turn it into a joke.

Yorkshire Tea

Yorkshire Tea – Goes Wrong

Why we love it: When everyone on Twitter was talking about the fact that the platform’s days could be numbered (using phrases like “if it all goes wrong here, you can find me on [X]”), Yorkshire Tea joined the conversation with a meta one-liner that encapsulates the combination of silliness and cosiness they’ve become known for there. What you can learn from it: When your entire audience is talking about one thing – it pays

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