Taylors of Harrogate is promoting Yorkshire Tea by sending some staff on a road trip across the US to meet expatriate Brits who long for a ‘proper brew’.
The campaign, which features the strapline ‘Let’s have a proper brew’, will see a branded sampling van travel from Los Angeles to New York City.
A 60-second ad about the trip is set to air during Coronation Street on ITV1 next month, featuring Matt Goss from 80s pop group Bros, ahead of a show in Las Vegas.
Each ad for the campaign, created by Beattie McGuiness Bungay, will air within 12 days of being filmed.
The sampling van will also make visits to places suggested by followers of the campaign on Facebook and Twitter.
MediaCom North will handle media planning a buying, while Krux Marketing has been briefed to act as a consultant of the project.
Richard Tolley, interim marketing director at Taylors of Harrogate, commented:: “Consumers will influence the content of the TV ads. The ads will reflect their engagement on Facebook and Twitter and encourage further participation."