the answer (taken from: https://stackoverflow.com/questions/36087390/add-filterwp-title-doesnt-replace-my-title-tag-wordpress-plugin) was to do this:
add_filter( 'pre_get_document_title', 'vendor_module_filter_the_title', 999, 1 );
this is due to the YOAST SEO plugin and the above is the found workaround.
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