Yorkshire Tea has teamed up with cult Sheffield singer/songwriter John Shuttleworth in a £3m marketing campaign to encourage people to "do teatime properly".

The Taylors of Harrogate tea business said the quirky TV, radio and online campaign would kick off on Monday 1 June with the first of four ads featuring Shuttleworth, who has previously appeared on BBC Radio and is soon to launch an EP called Teatime is Me Time on iTunes.

"Nationwide, many people seem to be trapped in a 'teatime trance' and their tea drinking has become a mediocre habit," said company spokesman James Prentice.

"As tea blenders, we have always upheld the importance of teatime, taking it very seriously. In these tough economic times, we are seeing a nostalgic revival of this lovely tradition as people look back to the good old days for a bit of comfort."