Sarah Lancashire investigates Yorkshire Tea 'biccie' theft

Yorkshire Tea has enlisted Happy Valley and Black Doves star Sarah Lancashire for its latest ad campaign, which sees the TV, film and theatre actor revive her investigative prowess to solve the theft of that great British staple, the humble “biccie”.

Following in the footsteps of Sir Patrick Stewart, Sean Bean, Sir Michael Parkinson and the Kaiser Chiefs, Lancashire channels Happy Valley‘s no-nonsense Sgt Catherine Cawood as the head of security at Yorkshire Tea’s head office.

When staff find the “biccies” have gone walkabout at head office, it falls to the Lancashire to find the guilty party, as she wastes no time in getting down to business and investigating who is responsible.

After giving staffer “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.

The new work continues to build on the relationship between Lucky Generals and Yorkshire Tea, which stretches back eight years. The long-running brand platform created by seven years ago has proved to be a commercial success and a winner with both consumers and industry award judges, with both a Grand Effie and a Gold IPA award bagged 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.

The campaign will run across linear TV and BVOD, and for the first time across SVOD with Netflix and Amazon Prime. As well as making a return to cinema later in the month.

Yorkshire Tea senior brand manager Lucy Hoyle 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!”

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