Typhoo has unveiled Nigella Lawson as its brand ambassador and star of its new national marketing campaign.

The brand has created a 30 second advert featuring food writer and TV cook Nigella, which celebrates the simple pleasures of great tea moments.

Launching on January 15, on ITV’s Good Morning Britain, at 6.55am, the advert sees Nigella share her recipe for the ultimate tea moment.

Centred on a lazy Sunday, Nigella delights in a moment of pure bliss as she curls up on the sofa with a cup of Typhoo tea and an indulgent slice of chocolate cake.

The brand has invested £5million for the launch phase of its new ‘Typhoo Moments’ campaign, which will be supported by outdoor advertising, PR and social activity.

Typhoo Tea chief executive officer Somnath Saha said: “It’s an exciting time for Typhoo as we launch our new partnership with Nigella and a through-the-line Typhoo Moments campaign. Typhoo Moments will mean something different to everyone and our aim is to encourage consumers to identify and savour their moment.”

“We plan to use the campaign as a launch pad to build on our growth to date which has seen value sales increase by 5% year on year*. We want to inspire tea lovers across the UK to take a second to celebrate one of life’s simple pleasures and enjoy a great brew moment.”