Nigella Lawson Typhoo tea ad 2017 - explorers

Nigella Lawson will be back on TV this week as the star of the latest Typhoo advert, as the brand aims to recoup a 21.6% value sales slump driven by black tea.

In a 30-second clip scheduled to make its debut tomorrow (12 May), the celebrity cook discovers the different ways tea can be taken. Wearing a red dress, she surprises various people having a cuppa. First are two explorers in a snow-filled tent; next is a London cabbie who unintentionally upends an entire sugar sachet into his flask.

Lawson then strolls through a suburban living room where a young couple are disagreeing over tea-coloured decorating swatches. She finds herself in John Sumner Jr’s teashop in 1903, the year he founded the Typhoo brand.

The ad, titled ‘Which Typhoo Are You?’, ends with a miniature Lawson drinking from a gigantic mug, at a tea party in a doll’s house alongside a robot and bunny.

As Brits eschewed black tea in favour of other hot beverages, Typhoo saw its value fall £4.5m to £16.5m last year [Nielsen 52 w/e 8 October 2016], having unveiled Lawson as its celebrity ambassador in January. She replaced adventurer Ben Fogle in what the brand’s CEO, Somnath Saha, promised would be a long-term partnership.

“We’re so happy to have Nigella, a genuine Typhoo lover, working with us again,” he said. “The perfect cup of tea is a very personal thing, and everyone’s taste is different. This campaign celebrates those subtle but significant preferences.”

Nigella Lawson Typhoo tea ad 2017 - cabbie