Monkey is back — semi-retired, settled down, and drinking tea on the sofa. But behind the mock reality TV setup lies a very real story: PG Tips is fighting to remain part of Britain’s daily brew. Beneath the soft humour of PG Tips’ new campaign lies something far more serious: a high-stakes brand reset.
The £8 million relaunch, created by New Commercial Arts and starring Emily Atack as Monkey’s sitcom-style spouse, arrives not as a nostalgic detour—but as a commercial course correction. Following the failure of 2024’s ‘Rock Solid’ campaign and a 37.8% volume drop, PG Tips is doing more than storytelling. It’s damage control.
A Response to Decline, Not a Creative Luxury
Despite previous investment, new packaging, and a quick-brewing teabag innovation, PG Tips lost £15.1m in value in 2024, according to The Grocer. Sales fell to £76.8m, and the brand dropped to the UK’s fourth-largest tea label—trailing far behind market leader Yorkshire Tea at £192.6m.
In that context, the new Monkey campaign isn’t fluff. It’s strategic. And emotional. According to CMO Eleanor Barker, the brand is now "pivoting away from a Gen Z-first focus" toward a campaign with mass appeal, recognising that its core buyers are older, loyal, and more motivated by feeling than functionality.
“We tried to run before we could walk,” Barker told The Grocer. “Right now, what we really need is a mass-market, optimistic campaign that’s going to get the whole nation back in love with tea.”
Brand IP as Emotional Infrastructure
This is where Monkey shines—not just as a mascot, but as a memory. First launched alongside Johnny Vegas in 2007, Monkey is one of PG Tips’ "most distinctive brand assets" and remains tied to the feel-good equity the brand was built on. His return, says Barker, brings back consistency in tone and purpose.
Before becoming synonymous with PG Tips, the character appeared with Vegas in other creative projects—prompting a tussle between agency Mother and the brand over who owned the rights. The result? A period of legal and licensing limbo that saw Monkey quietly vanish from our screens.
PG Tips no longer leads the market—Yorkshire Tea has overtaken it in key metrics like quality and value perceptions. PG Tips is now the fourth-largest tea brand in the UK by value.
The creative itself—staged as a mock reality show called At Home with Monkey—parodies pop culture formats like Vogue’s My Life in Looks and the Beckham Netflix doc. Directed by Si & Ad and supported by The Romans on social and PR, the campaign spans TV, YouTube, OOH, and limited-edition in-store activations. But more importantly, it’s not trying to be trendy. It’s trying to be loved.
Not Just a Brand Campaign — A Full Rebuild
Underneath the marketing is a deeper operational rethink. Barker revealed that previous SKU cuts were too aggressive, prompting a rebuild of PG Tips’ presence in the mults. "We cut too deep, so we’re bringing back the packs that UK consumers really love," she said. Distribution levels are now back to where they were in September 2023.
Add to that a £40m investment in the Manchester factory, and it’s clear the Monkey relaunch is the visible tip of a much larger effort: restoring PG Tips as a cultural staple and a functioning business.
"We’re turning a supertanker, and this will take time,” Barker said. “But we believe we’ve set the business up for long-term success.”
The Verdict
The creative world might see this as a charming return of a beloved mascot. But to PG Tips, Monkey isn’t just brand storytelling—he’s brand repair. Character-led. Emotionally loaded. Business critical. Monkey is back.
Credits
PG Tips
Elle Barker – CMO, UK & Ireland
Heidi Williams – Head of Communications & Partnerships
Nathan Higgins – Social, Influencer & PR Manager
Kirsten Battle – Assistant Brand Manager
New Commercial Arts
Hannah White - CEO
Dan Seager & Steve Hall - ECDs
Alicia Job and Jess Pacey - Creatives
Matt Walters – CSO
Georgia Dickinson – Head of Production
Russell Taylor – Senior Producer
Miriam Goode – Business Director
Gaëlle Rolland – Account Manager
Olivia Rose – Account Director
Tom Lockwood – Creative Content Lead
Film Production
Production Company: Academy Films
Director: Si & Ad
Producer: Tom Cartwright
DOP: Alex Barber
Puppeteers: Nigel Plaskitt, Susan Beatie, Paul Jomain
Edit: Adam Spivey @ Assembly Rooms
Edit Producer: Phoebe Armstrong-Beaver
Postproduction: Selected Works
VFX: Jonathan Westley (Wes)
Postproduction Producer: Noa Vuagniaux
Audio: Jake Ashwell @ 750 MPH
Audio Producer: Aishah Amodu
Music: Audio Network
The Romans
Tom Phillips – PR Account Manager
Holly Dunnett – Senior PR & Communications Consultant
Sophie Baker - Director
Niall Massingham – Digital Account Manager
Sam Morgan-Smith – Head of Social
David Levesley – Social Editor & Copywriter
Scarlet Pughe – Creative
PHD
Andrew Chandler – Media Director
James Walton – Senior Planning Director
Rachel Sharrow – Planning Associate Director
Megan Conneely – Strategy Director
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