Yorkshire Tea reviews creative work

Yorkshire Tea, the brand owned by the family-run Taylors of Harrogate, is reviewing its creative account.

The brand does not retain an agency, but Taylors of Harrogate has shortlisted three agencies to pitch.

Agencies have been asked to develop a campaign idea, rather than a one-off TV ad, to emphasise the taste of Yorkshire Tea and raise awareness and sales outside its northern heartland.

A £2 million television campaign will promote the product's three variants: Yorkshire Tea, Yorkshire Tea for hard water and Yorkshire Gold.

In 2003, the Bath-based advertising agency South developed a TV ad for Yorkshire Tea that was inspired by the children's book and animated film The Snowman.

The commercial took the form of an animated journey through the Yorkshire Dales and featured some of the famous northern landmarks that are portrayed on Yorkshire Tea's packaging.

The brand sponsored the ITV1 drama Heartbeat until 2001 in a deal that was worth £1.6 million.

Taylors of Harrogate is the fourth-largest manufacturer of tea and coffee in the UK. Its rivals are Tetley, Unilever Bestfoods, Premier Foods and Associated British Foods.

The review does not affect Yorkshire Tea's media planning and buying, which is through MediaCom North.