I've grown up being constantly reminded that Yorkshire is God's own country and that everything the people of Yorkshire touch basically turns to gold. And to be fair, back in 2012, the county would have placed 'twelfth in the Olympic medal table if regarded as an independent country, with seven gold medals, two silver and three bronzes,'* so I guess it is kind of true. During the Olympics we saw a great sense of pride in Britain, and one brand that then propelled this movement into their advertising is Yorkshire Tea.

We have seen Giant Floating Teapots and the creation of Brewtopia, but their new series of adverts are the most confident yet. 'The first work by Lucky Generals features celebrities from Yorkshire working in the brand’s factory. Olympic triathletes Alistair and Jonny Brownlee work as couriers, veteran talk-show host Sir Michael Parkinson conducts job interviews and indie band Kaiser Chiefs perform live hold music for callers.'** Take a look at the ad's below.
Alongside the adverts, Yorkshire Tea have released a new starters diary to take you behind the scenes of the ads in a more unique way. 
I think that the concept of using local celebrities who pride themselves on where they are from is amazing along with the ads showcasing the Yorkshire sense of humour of not taking everything too seriously is also great. The adverts truly represent the pride of the brand and you can also see where it can go in the future, with further celebrity involvement, whilst also showcasing the different areas of the company. All together this creates a great sense of togetherness and therefore relationship between brand and consumer.


*https://www.theguardian.com/uk/the-northerner/2012/aug/13/yorkshire-olympic-medals-gold-tourism-leeds-york-dales-sheffield-hull 
**http://www.campaignlive.co.uk/article/yorkshire-tea-where-everythings-done-proper-lucky-generals/1425965