Twinings has dropped Stephen Fry from its TV ads following a four-year association and launched a £3.5m celebrity-free marketing campaign to back its Everyday Tea brand.

The company said it had decided to veer away from celebrity-led ads in favour of a lifestyle-themed campaign that placed greater emphasis on the tea's premium credentials.

The news coincides with the launch of revamped 100% recyclable packaging for Twinings' Everyday tea brand.

With the new strapline 'Discover a brighter cup of tea, discover Twinings Everyday', the adverts will air for the next 13 weeks.

"Everyday is going from strength to strength and, as such, warranted a significant investment on our part to ensure it continues to not only drive the mainstream tea category but bring additional value for retailers," said Neil Manders, sales director at Twinings UK.