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Sir Michael Parkinson, the Brownlee Brothers and award-winning indie rockers, the Kaiser Chiefs are playing up to their playful Yorkshire roots in three new tongue-in-cheek adverts with Yorkshire Tea.

The new £7m campaign has been designed to position Yorkshire Tea as the place ‘where everything’s done proper’.

The three adverts show the celebrities in a variety of comic scenarios aimed at demonstrating Yorkshire Tea’s unwavering passion and uncompromising dedication to doing things properly with the adverts filmed on site at Yorkshire Tea’s HQ in Harrogate featuring employees from across the business.

Kevin Sinfield, Yorkshire Tea’s head of brand marketing, said: “Two years ago, we took our philosophy of properness and a fair bit of quirky Yorkshireness to the small screen through what was a hugely successful Brewtopia campaign.

“Now we’re taking our passion and commitment to doing things properly to the next level through our biggest marketing campaign to date. We want to challenge the general perceptions of consumers towards the tea category by focusing on the key values we share with them.

“We’re extremely proud of the new adverts; they’re fun, engaging and entertaining and with well-known celebrities at the forefront, they will drive our mission to make properness culturally famous.”

The trio of new adverts, produced with creative agency Lucky Generals, launched last Saturday 4 March during The Voice TV programme on ITV.