Yorkshire Tea this weekend reacted to consumer posts on social media with a fun outdoor campaign, after people in the U.K. expressed amazement and befuddlement over the flavor of its new offering. 

The ads repurpose social posts about the "Toast and Jam" flavor tea that Yorkshire has been promoting over the past few weeks. They include comments like "Good god, people. Why," "Please, 2020 has been a lot already," and "You have thrown my whole understanding of life into existential crisis."

The digital OOH campaign was put together by agency Lucky Generals, media agency Goodstuff and outdoor media specialist Talon. 

It's yet another great example of how outdoor can react to social conversations; last week, for example, we saw Twitter use social posts as the basis for its campaign encouraging mask wearing. 

It's also another example of a packaged goods brand experimenting with daring new flavors. Last week, for example, Kraft Mac & Cheese introduced its "Pumpkin Spice" variety.