Yorkshire Tea launches £5 million campaign

Yorkshire Tea is launching a £5 million campaign with a TV ad that takes viewers to "brewtopia".

The 12-month campaign will highlight the company’s "unwavering passion and uncompromising dedication" to create the best tea.

The TV ad has been created by BMB and features 125 Yorkshire Tea employees and famous faces such as Michael Vaughn, the former England cricket captain.

It begins with an employee throwing away some paper behind him, and then being told "we don’t do things like that round here… we do things proper".

The ad will be supported with outdoor, PR, digital, experiential and social media activity. It will launch on Monday, July 6, on ITV during Coronation Street.

Kevin Sinfield, the marketing manager at Yorkshire Tea, said: "Our TV commercials are known for their sense of fun, warmth and quirky Yorkshireness, and this one is certainly no different in capturing everything we stand for.

"We’re still very much a nation of tea drinkers and yet, all too often, there is a sense of apathy towards the product. This campaign is about changing that and challenging the nation’s tea drinking habits and brand choice by demonstrating why proper really matters."

The campaign was created by Trevor Beattie and directed by Stacy Wall through Rogue Films. Media planning and buying was handled by Goodstuff.

Beattie said: "Yorkshire Tea isn’t a company. It’s a philosophy. A proper way of life. We wanted our campaign to reflect that.

"Our lead lad’s role is to explain the beautifully bonkers Tea Tao of Proper to all and sundry. And he’s willing to go to the outer limits of his verbal universe to do so.

"And why? Because he knows that Yorkshire Tea has become the veritable epicentre of all things Proper. And he’s quite prepared to shout it from the Dales."

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