Olympic athletes Jonny and Alistair Brownlee, rock band the Kaiser Chiefs and TV presenter Michael Parkinson are partnering with Yorkshire Tea in a £7m campaign.
The campaign includes three TV adverts that were shot at Yorkshire Tea’s headquarters in Harrogate, North Yorkshire. It also includes PR, digital and social media activity.
The brand increased its sales by £2.2m in convenience stores between 2015 and 2016.
Kevin Sinfield, Yorkshire Tea’s head of brand marketing, said the campaign would be the biggest activity from the brand to date.