The world of tea-brand advertising is dominated by the use of quirky characters, such as PG Tips' Monkey and the Tetley Tea men.
In keeping with the traditional theme of eccentricity, Yorkshire Tea has launched a series of new ads featuring the comic invention John Shuttleworth - a former security guard who dreams of being a singer/songwriter.
The new campaign for Yorkshire Tea encapsulates John's humorous persona well.
In the first ad in the series, which launched on 1 June, John is shown in his garage, playing his keyboard and drinking his cup of Yorkshire Tea with his agent Ken.
Instead of fixing the washing line, as requested by his wife, John sings about the importance of "making time for tea" as the camera focuses on a box of Yorkshire Tea on a shelf above the freezer.
The early uplift of the tea brand's scores on BrandIndex demonstrates that the campaign has been a success.
When the ad first aired, the buzz, satisfaction and index scores for the brand were 6%, 15% and 21% respectively.
Following the launch of the campaign, the brand's buzz score rose seven points to peak at 13% on 22 June.
Meanwhile, its satisfaction and index scores rose six points and two points respectively to peak at 21% and 23% on 5 June, just four days after the ad aired.
In addition, the buzz mindshare rating for Yorkshire Tea - the amount of positive and negative buzz combined - rose five points between 1 and 22 June, from 10% to 15%.
The increase in mindshare led to Yorkshire Tea achieving the highest buzz score for the tea sector since 7 June, with the brand recording its highest personal buzz rating since the start of November 2008, when the brand last advertised.
However, last year's campaign achieved a peak in prompted awareness of 18%, while this summer's campaign has only achieved a peak in awareness of 15%.
While Yorkshire Tea's new ads have been well-received, its latest marketing efforts have not been as successful as its previous campaign.
METHODOLOGY: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors. It is measured on a seven-point profile:
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation.
In addition, we supply an index score.
www.brandindex.co.uk