Sarah Lancashire CBE returns to UK screens in her Happy Valley role as Catherine Cawood for a brand new thief mystery. But it’s not a major case. It’s one of working life’s most relatable crime mysteries – who stole the biscuits? Lancashire follows in the footsteps of stars such as Sir Patrick Stewart and Sean Bean for Yorkshire Tea, playing the head of security at Yorkshire Tea’s head office, yet another example of the brand only employing the best and doing things ‘proper’.
The new work by Lucky Generals is the latest instalment in the Where Everything’s Done Proper campaign, that launched in 2017. Yorkshire Tea places ‘properness’ at the heart of everything it does and that includes recruiting the best people for the job. The success of the campaign has allowed Yorkshire Tea to welcome new talent to the team from outside the county.
Previous stars to join the team are Sir Patrick Stewart, Sean Bean, Sir Michael Parkinson, the Brownlee Brothers, Dynamo and the Kaiser Chiefs.
The long-running brand platform created by Lucky Generals 7 years ago has proved to be a resounding commercial success and a winner with both the tea-loving public and the judges, with both a Grand Effie and a Gold IPA award won so far and Yorkshire Tea becoming Britain’s #1 Brew.
Media planning and buying has been handled by Yorkshire Tea’s long-running media agency, Goodstuff and the full campaign covers linear TV and BVOD (plus cinema later) with a peak launch spot in Grantchester at 9pm on ITV1 and for the first time running across SVOD with Netflix and Amazon Prime.
Lucy Hoyle, senior brand manager at Yorkshire Tea, stated,“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.”
Nick Bird and Lee Smith, creative directors at Lucky Generals, added, “Obviously, Sarah nabbed the culprit quickly. Rumour has it, they were taken into custardy cream…..(sorry).”
Credits:
Client: Yorkshire Tea
Senior Brand Manager: Lucy Hoyle
Agency: Lucky Generals
Production Company: Stink
Director: Traktor
Executive Producer: Andrew Levene
Producer: Mikey Levelle
Editing: Final Cut
Offline Editor: Ryan Beck
Post Production: Black Kite
Colourist: George Kyriacou
VFX Supervisor: Jonny Lamb
Post Production Producer: Chloe Ensor
Sound Design: No8
Sound Engineer: Sam Robson
Music Supervision: DeepCuts
Music Supervisor: Quintin van der Spek
