Twinings, which claims to be the world's oldest tea company, is to target a broader audience with its advertising by returning to TV for the first time in more than a decade.
Helen Baxendale, star of the ITV comedy series Cold Feet, provides the voiceover for a trio of 20-second commercials to be tested next week in the south of England, before an expected national roll-out.
The films, each featuring one product from the range, were produced by Mitchell Patterson Grime Mitchell, which won the pounds 1.6 million account three years ago.
The TV initiative is an attempt to extend what the 294-year-old company claims has been a successful print campaign in women's magazines and the national press.
Roddy Kemp, a Mitchell Patterson partner, said: 'Twinings has a radically different product range from when it was last on TV. It has transformed itself with new, speciality products.'
He added: 'We felt it was the right time to take the products to a broader audience. The press campaign gives us good reason to believe that our advertising can successfully translate to TV.'
Fabrice Ward, the ads' copywriter, worked with Neil Patterson and Steve Grime, the agency's creative partners, to produce commercials exploring the taste sensations of the different teas.
The ads were directed by Rob Kelly at The Clinic with post-production work by Lola and Wave. Equinox is responsible for the media buying on the campaign.