Yorkshire Tea's new campaign knows some moments simply deserve Gold
Lucky Generals' latest work for Yorkshire Tea made us laugh – and yes, want another brew.
There are moments in life that call for the good stuff. Not the everyday bag-dunked-in-a-mug routine, but something a bit more considered. A touch of the special. A Yorkshire Gold, if you will.
That's the idea behind Lucky Generals' new campaign for Yorkshire Tea. And it's executed with exactly the kind of warmth, wit, and working-class wisdom you'd hope for from a brand that's basically a national institution. (And, in my humble opinion, the best tea! If I'm allowed to say that?!)
Two TV spots, both directed by Andrew Gaynord at MindsEye, capture those small but significant moments when an upgrade is simply the only correct response. In the first, an office worker is absolutely mortified to discover he's accidentally revealed his secret hobby, Jazzercise, to the entire office. You can hear a pin drop. But just as the ground threatens to swallow him whole, his co-worker wordlessly rolls up his trousers to reveal a sock bearing the legend 'Whitby Jazzercise Club'. That's solidarity, that is. Brotherhood. And, more importantly, Gold.
The second spot is even more delicious. A couple announce their pregnancy to their parents. Lovely stuff. Mum reaches for a regular Yorkshire Tea to mark the occasion – perfectly reasonable. Then dad walks in having found the family's missing cat, and the mum, now practically levitating with joy, goes straight for the Gold. Because some news warrants the upgrade, right?
Both ads land on something true: we mark life's moments, big or small, with a brew. Certainly here in the UK, anyway.
The strategy is the sharpest part. Rather than hide the classic box to make Gold look premium, Lucky Generals shows both products side by side – positioning Gold as a companion rather than a rival. The message: you love your everyday.
Supporting social films extend the idea with the same dry northern wit: "Someone calls you handsome... it wasn't your nan" or "You think of a witty comeback... in time to say it". Gold moments, the lot of them.
The campaign has already launched across cinema, SVOD, and social, with a second burst following in September. And if you need us, we'll be at the front of the Whitby Jazzercise club getting our groove on. No judgment here.
