Sarah Lancashire Solves a Brewdunnit

The new ad from Lucky Generals was produced by Stink and directed by Traktor

Sarah Lancashire CBE is the latest recruit to join the Yorkshire Tea team and fulfil a job that only they can do. Following in the footsteps of the likes of Sir Patrick Stewart and Sean Bean, she plays the head of security at Yorkshire Tea’s head office, yet another example of the brand only employing the best and doing things ‘proper’.

When staff find the biccies have gone walkabout at Yorkshire Tea head office, it falls to the no-nonsense head of security to find the guilty party - enter Sarah Lancashire, who wastes no time in getting down to business and investigating who is responsible. After giving poor old Barry the third degree and dragging out cheese triangle confessions from Anya, the culprit is hunted down via CCTV and a carelessly discarded wrapper. However, just as the case looks resolved, a missing stapler sees security back on the case…

This is the latest instalment in the ‘Where Everything’s Done Proper’ campaign, which was 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 new work continues to build upon the phenomenal relationship between Lucky Generals and Yorkshire Tea which stretches back eight years. The long-running brand platform created by Lucky Generals seven 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 bagged so far and Yorkshire Tea becoming Britain’s #1 Brew.

The adverts will hit screens on 8th January 2025.

Media Planning and Buying has been handled by Yorkshire Tea's long-running media agency Goodstuff. The Campaign will be launching across linear TV and BVOD with a peak launch spot in Grantchester at 9pm on ITV1. And for the first time across SVOD with Netflix and Amazon Prime. As well as making a return to cinema later in the month.

Lucy Hoyle, senior brand manager at Yorkshire Tea 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!”

Nick Bird and Lee Smith, creative directors at Lucky Generals said, “Obviously, Sarah nabbed the culprit quickly. Rumour has it, they were taken into custardy cream…..(sorry).”