Monkey, the wildly famous mascot for PG Tips and unofficial ambassador of tea worldwide, has chosen Independent Media brand BuzzFeed UK as the home for his first in-person interview since his return to the public eye.
Monkey (voiced by comedian Ivo Graham) sat down with Jeff Thurm for the latest episode of Celebritea, BuzzFeed’s much-loved celebrity interview format. The interview comes hot on the heels of his return to the limelight as the star of a reality show, ‘At Home with Monkey’, with his wife Mrs M (actress Emily Atack).
The campaign aims to reintroduce the PG Tips brand to new and existing tea drinkers, young and old. BuzzFeed’s expertise in creating powerful social moments makes it the ideal platform to inject energy and entertainment into the ultimate British household staple.
As with every Celebritea episode, Monkey revealed how he makes his tea. “You always start with a PG Tips tea bag. That’s non-negotiable,” he says. “Three stirs clockwise, then stop for those crucial two stirs back the other way. One and three-quarter sugars. Teabag out. Now time to show it the milk. Final stir and then take that great gulp of victory.”
Weighing in on the eternal milk controversy, he confirms: “Adding the milk at the end is like the polite encore. You wouldn’t applaud before the band plays.”
With more than 50 million views to date, Celebritea lent itself readily to a tea brand sponsorship. Centered around Britain’s beloved drink, the show leans into British identity and regularly hosts household names, with recent guests including Tom Daley and Rita Ora. Its iconic, playful tone of voice resonates with the irreverent and classically British humour of Monkey and his reintroduction to the media.
This strong fit is backed up by audience surveys, which reveal that 90% say they like watching Celebritea and 80% agree that this series grabbed their attention. Moreover, 1 in 2 viewers felt a branded partner would be a welcome addition, demonstrating the value of creative collaborations such as this one.
As Independent Media grows and expands, it is diversifying its commercial offerings with recent additions including AI-enabled news service Bulletin and talent-led production house Studio. BuzzFeed UK’s partnership with PG Tips is evidence of the group’s strategy of growing direct client relationships.
Independent Media names like BuzzFeed, alongside stable mates Tasty UK, Seasoned, and HuffPost UK, allow brands to access vast, diverse audiences, through innovative, multi-platform campaigns and bespoke creative content.
Monkey, PG Tips, comments: “With the house bursting at the seams with cameras and kids, it was brew-illiant to sneak away for a quick chitchat with Jeff over a cuppa PG. I’ll take any chance to spread the word of tea – milk last, no microwaves in sight, and most importantly it’s always got to be PG Tips.”
Jeff Thurm, lead of entertainment, BuzzFeed UK, says: “Celebritea started as a genuine way for me, an American, to find out how iconic British celebs make the perfect cup of tea. So, it’s a massive honor to have the show sponsored by a majorly loved tea brand and have their brand ambassador Monkey, the undisputed authority on all things tea, come on and teach me his ways. BuzzFeed is the home of entertainment, and we know this interview will do just that – entertain, while also bringing PG Tips into the spotlight.”
Sarah-Jane Thomas, head of client development, Independent Media, adds: “Audiences have fallen in love with Celebritea for its warm, unfiltered moments and the joy of sharing a proper brew. Collaborating with Monkey and PG Tips felt like a perfect pairing from the start, and we’ve had a blast partnering with such an iconic British brand to create something playful and full of personality.”
Nathan Higgins, Social, Influencer and PR Manager, LIPTON Teas and Infusions, remarks: “The partnership between Celebritea and PG Tips was a natural fit — tea, fun, and full of character. Jeff and Monkey’s interview was both hilarious and effortless, giving Monkey the perfect opportunity to share with the nation how he takes his tea. It all came together so easily — It’s exactly the kind of entertainment we love to create.”
