Yorkshire Tea has recruited Happy Valley actress Sarah Lancashire CBE to hunt down an office biscuit thief, in its latest campaign.
Devised by creative agency Lucky Generals, the ad is the third installment under the brand’s ‘Where Everything’s Done Proper’ brand platform which was launched in 2017.
The spot, which launches today (8 January) features Lancashire as head of security at Yorkshire Tea HQ. She is tasked with hunting down the office’s biscuit thief.
In the lighthearted caper, Lancashire interrogates various suspects including Barry and Anya.
The case seems solved when the culprit is tracked using CCTV, but a missing stapler sees Lancashire back on the case.
Previous iterations of the brand platform have won a Grand Effie and a Gold IPA award.
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Yorkshire Tea senior brand manager Lucy Hoyle said: “We’re chuffed to bits with our new ad and hope that everyone loves it as much as we do. Yorkshire Tea is the home of Where Everything’s Done Proper and just as our advertising has gained momentum over the last seven years, so too has the Nation’s appreciation of a proper Brew.
“And as the UK’s No1 tea brand, we know that people are enjoying our products across the country, from all walks of life and regardless of which side of the Pennines they might hail from!”
Previous campaigns have starred X-Men actor Patrick Stewart, Game of Thrones’s Sean Bean, the late television presenter Sir Michael Parkinson, athletes the Brownlee Brothers, magician Dynamo, and rock group the Kaiser Chiefs.
Media Planning and Buying has been handled by media agency Goodstuff.
The campaign will run across TV, cinema and subscription video-on-demand and broadcast video-on-demand.
Nick Bird, creative director at Lucky Generals, said: “Obviously, Sarah nabbed the culprit quickly. Rumour has it, they were taken into custardy cream…..(sorry).”
