Yorkshire Tea has recruited a host of famous faces to star in its latest TV adverts, as part of a new £7m campaign aimed at celebrating the brand as a place ‘where everything’s done proper’.

The trio of new adverts, produced with creative agency Lucky Generals, feature some of the nation’s favourite stars, from TV veteran Michael Parkinson through to Olympic triathletes, the Brownlee Brothers, and Brit award-winning indie rockers, the Kaiser Chiefs.

They appear in a variety of comic scenarios aimed at demonstrating Yorkshire Tea’s passion and dedication to doing things properly. And while it’s the first time the brand has featured celebrities in starring roles in its adverts, true to form it has once again cast its own employees from across the business. The new ads were also entirely shot at Yorkshire Tea HQ in Harrogate, North Yorkshire.

The first of these adverts were unveiled on 4 March during The Voice on ITV.

The ads will be supported by PR, digital and social media as Yorkshire Tea looks to uphold its challenger brand status and build on current momentum as the only major UK tea brand that has delivered consistent year-on-year growth in the standard black tea market.

It was only last month that Yorkshire Tea cemented its position as the only FMCG brand to be listed in the top ten YouGov Brand Index, ranking at number seven on the list for the second year running. Yorkshire Tea is the fastest growing major black tea brand in the convenience market*, along with Yorkshire Tea Decaf 80 sku being the number one decaf tea (IRI 52 w/e 31.12.16). Infact, Yorkshire Tea saw sales increase in the convenience sector by £2.2 million from 2015 to 2016 (IRI 52 w/e 31.12.16).