The trio of new adverts feature TV veteran Michael Parkinson, Olympic triathletes the Brownlee Brothers, and Brit award-winning indie rockers, the Kaiser Chiefs.
The first of these adverts was unveiled on the evening of Saturday March 4 during The Voice on ITV.
The ads will be supported by PR, digital and social media.
Kevin Sinfield, Yorkshire Tea’s head of brand marketing, said: “Two years ago, we took our philosophy of properness and a fair bit of quirky Yorkshireness to the small screen through what was a hugely successful Brewtopia campaign.
“Now we’re taking our passion and commitment to doing things properly to the next level through our biggest marketing campaign to date. We want to challenge the general perceptions of consumers towards the tea category by focussing on the key value we share with them.
“We’re extremely proud of the new adverts; they’re fun, engaging and entertaining and with well-known celebrities at the forefront, they will drive our mission to make properness culturally famous.”