Yorkshire Tea is rolling out a £7m celebrity-studded campaign that marks a creative shift in its advertising.
The first work created by Lucky Generals, which won the advertising account in 2016, is Yorkshire Tea’s biggest-ever marketing push.
Dom Dwight, marketing director at Yorkshire Tea owner Taylors of Harrogate, said the campaign continues the brand’s strategy of “a belief in doing things properly” and shows that “we’ve become the most confident in pressing that point.”
There are three spots featuring celebrities from Yorkshire taking on jobs in the brand’s factory. Olympic triathletes Alistair and Jonny Brownlee work as couriers, veteran talk-show host Sir Michael Parkinson conducts job interviews and indie band Kaiser Chiefs perform live hold music for callers.
Dwight claimed it was a “brave” and “ballsy” campaign because it subverts typical celebrity advertising.
“The joke is that we’re throwing their celebrity away because they’re people who work for us,” Dwight said. “This is hopefully our most attention-grabbing piece of work, with more humour and imagination – and a bit louder.”
While the ads feature stars from the brand’s home, the campaign will likely evolve to include those who are not Yorkshire natives, Dwight added.
The spots launch on March 4 during ITV’s The Voice and will be supported by PR, social and digital activity. They were directed by Si & Ad through Academy. Goodstuff Communications handles media planning and buying.
Source: Campaign Live