Lucky Generals and Yorkshire Tea kicked off the new year with a new iteration of the popular brand platform, ‘Where Everything’s Done Proper’, which has been running since 2017. The new installment brings back the humourous series with a whodunnit theme in reference to a popular British crime drama TV series.

Solving a ‘brewdunnit’, the one-minute hero film follows a detective as she works to find out the culprit behind a missing packet of biscuits in the Yorkshire Tea head office. The over-the-top response to a minor office incident captures the comedic spirit of the platform - going above and beyond for the best outcomes, doing things ‘proper’.

Other, well-known iterations of the platform have featured Sir Patrick Stewart, Sean Bean, Sir Michael Parkinson, the Brownlee Brothers, Dynamo and the Kaiser Chiefs. This time, the short story follows an enthusiastic, no-nonsense Head of Security as she investigates who is responsible for a missing pack of biscuits. 

After a few suspects are questioned and cleared, CCTV footage reveals that the culprit was the victim herself, a fact confirmed by hard evidence: the empty packet in her desk bin. The humorous twist shows she had simply forgotten eating the full pack. 

Just as the Head of Security thinks her work is done, someone else comes forward to report a missing stapler, and a new - equally serious - investigation begins. 

This long-running brand platform, ‘Where Everything’s Done Proper’, was created by Lucky Generals and Yorkshire Tea 7 years ago. Since its conception, it has seen much success, winning a Grand Eddie and a Gold IPA award, while Yorkshire Tea itself has become Britain’s #1 Brew.

The continued success of the campaign is an ode to creative consistency and an example of where longevity has worked well. Last year, at the IPA Effectiveness Conference, Andrew Tindall of System 1 named the brand platform as an example of creative consistency in motion. Tindall is an advocate for consistency citing with System One underlining its success. Consistency can work hard for a brand, allowing them to create more memorable higher-quality work within an existing strong framework. 

Lucy Hoyle, Senior Brand Manager at Yorkshire Tea 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.”

The ‘Where Everything’s Done Proper’ platform has been running for years, delivering consistent messaging through familiar humour and varied iterations. Keeping audiences entertained, while strengthening Yorkshire Tea’s branding, and proving the power of creative consistency.