Who is the PG Tips Monkey?
The PG Tips Monkey is a fictional knitted puppet created by The Jim Henson Company Creature Shop and used in adverts for PG Tips. The Monkey puppet was produced by The Jim Henson Company, showcasing their renowned craftsmanship. As a beloved brand mascot, often referred to as ‘PG Monkey’, he serves as a distinctive brand asset that revitalizes the brand’s nostalgic marketing and strengthens its identity.
Monkey was first introduced in advertisements for ITV Digital on July 11, 2001, before transitioning to PG Tips in 2007.
He is not a real actor or animal. Instead, the character is:
- physically performed by puppeteers
- voiced by different actors over time
As of 2025, the Monkey is voiced by Ivo Graham, marking the character’s return to advertising campaigns and generating excitement and nostalgia among fans.
Watch the PG Tips Monkey advert (classic era)
👉 This pairing with Johnny Vegas is what made the character famous across the UK, as the adverts provided comic relief and were often described as short films, contributing significantly to Monkey’s popularity.
Who plays the PG Tips Monkey?
1. The puppet (physical performance)
The Monkey is operated by professional puppeteers from the Jim Henson Creature Shop.
- Hand-operated facial expressions, with the puppet’s traditional form contributing to the brand’s authentic image
- Real-time performance (not CGI)
- Multiple performers across campaigns
👉 This is why no single “actor” is credited.
2. The voice actor
2007–2017 adverts
- Voice performed by internal puppeteer/voice artists
- Not publicly attributed
- Focus on interaction with Johnny Vegas
2025–present adverts
- Voice: Ivo Graham
- Co-star: Emily Atack, who plays Mrs M, Monkey’s wife Alice. The new campaign features Monkey living with Alice and their children in a reality show format, offering a fresh and family-oriented approach to PG Tips advertising.
Is the PG Tips Monkey real or CGI?
The answer is simple but important for rankings:
- ❌ Not real
- ❌ Not CGI
- ✅ Physical puppet built and operated by The Jim Henson Company
This gives the adverts a tactile, authentic feel that modern CGI characters often lack.
Where did the PG Tips Monkey come from?
ITV Digital (2001)
The Monkey first appeared in ITV Digital adverts. The character quickly became a household name, starring alongside comedian Johnny Vegas in a series of humorous commercials that helped define the brand’s quirky image. Monkey’s popularity soared, but when ITV Digital collapsed in 2002, the future of the character was uncertain.
A legal dispute over the rights to Monkey arose between ITV Digital and the advertising agency Mother, which created the character. This dispute was ultimately resolved by donating the rights to Comic Relief, allowing Monkey to continue appearing in campaigns for other brands, including PG Tips.
PG Tips takeover (2007)
The character was brought into PG Tips campaigns and became the brand’s identity.
Peak popularity (2007–2017)
The dynamic between Monkey and Johnny Vegas:
- created a sitcom-style narrative
- increased brand recall
- made the ads culturally recognisable
- featured mini Monkey plush toys available in collectable boxes, with free Monkey toys offered as part of promotional campaigns
- Promotional plush toys of Monkey became highly collectable, with some original versions selling for as much as £150 at auction
Retirement and comeback
- 2024: Monkey removed from campaigns
- 2025: Relaunched with updated format
In January, PG Tips celebrated the return of Monkey by introducing limited-edition Knitted Packs, designed to evoke nostalgia and encourage impulse purchases during the winter season. The return of the PG Tips Monkey in new advertising campaigns has been met with excitement and nostalgia, as many consumers associate him with positive memories of tea time and family moments.
👉 This relaunch is a key ranking opportunity — most competitors haven’t updated properly.
Why the PG Tips Monkey works (ranking differentiator)
To outrank, you need this layer — not just facts.
Monkey is a great example of a brand mascot that fans love, evoking nostalgia and emotional connection. The character’s enduring popularity comes from the way he brings comic relief and warmth, making him an iconic figure in British advertising. PG Tips’ latest campaign, supported by an £8 million spend, encourages people to live life one tea at a time, focusing on the way tea brings people together and the moments they share. The campaign aims to connect with customers and enhance their experience by making the brand more relatable and memorable. Monkey set a record for brand mascot popularity in UK advertising, becoming a recognizable sign of the PG Tips brand’s identity and history. This creative platform highlights a lifestyle message, inviting everyone to embrace the joy of everyday life and the connections made over a cup of tea.
Monkey succeeds because he behaves like a character-first brand asset, with work-related habits that reflect his daily routine and employment, portraying his work as an integral part of his lifestyle and relationship with the brand.
Key drivers:
- Imperfect personality → feels human
- British humour → dry, awkward tone
- Storytelling → not just product ads
- Long-term exposure → builds trust
PG Tips Monkey vs other UK advert characters
| Character | Brand | Type | Why it works |
|---|---|---|---|
| Monkey | PG Tips | Puppet | Personality + narrative |
| Aleksandr Meerkat | Compare the Market | CGI | Catchphrases |
| Churchill Dog | Direct Line | CGI | Repetition |
👉 Monkey stands out because he feels less scripted and more spontaneous. In fact, it’s his unique blend of cheekiness and wit that makes every PG Tips moment memorable—Monkey’s personality is a fact that can’t be ignored!
FAQ
Who voices the PG Tips Monkey?
The latest voice is Ivo Graham.
Who is the PG Tips Monkey actor?
There is no single actor. The character is performed by puppeteers and voiced separately.
Is the PG Tips Monkey the same as ITV Digital Monkey?
Yes — it is the same character adapted for PG Tips.
Was Johnny Vegas the Monkey?
No. Johnny Vegas played “Al,” not the Monkey.
Campaign timeline
- 1950s–2002 → The original PG Tips advertising campaigns featured live chimpanzees as the “Tipps family,” a creative course that spanned decades and became iconic. This sequence of branded initiatives established the brand’s playful tone. Due to animal welfare concerns, the campaign transitioned from live chimps to the puppet Monkey after 2002.
- 1971 → The famous “Mr Shifter” commercial aired, featuring chimpanzees as piano movers. Its punchline became a national catchphrase and remains a memorable moment in British advertising history.
- 2001 → ITV Digital launch introduced the Monkey puppet, marking a new creative platform for the brand and setting the course for future campaigns.
- 2002 → Following the ban on using live chimpanzees, PG Tips struggled to maintain its leadership in the tea market, prompting a shift in its advertising approach.
- 2003 → Monkey made a cameo appearance in a Walker’s Crisps advertisement and was involved in various media projects, including a pilot for a variety show titled ‘Watch with Monkey,’ which was never aired.
- 2007 → PG Tips campaign begins with Monkey as the central character, revitalizing the brand and launching a new course of creative content.
- 2007–2017 → Peak recognition for PG Tips with Monkey, who became a beloved brand asset. Fans fondly recall Monkey’s widespread presence in advertising, his appearance on merchandise, and even his own short film, all of which contributed to his enduring popularity.
- 2024 → Campaign paused as the brand prepared for a refreshed creative direction.
- 2025 → The new campaign aims to refresh the brand asset and connect with modern audiences, continuing the course of innovative branded initiatives with Ivo Graham & Emily Atack.
References
The Jim Henson Company (Creature Shop production)
→ Jim Henson Creature Shop official page PG Tips
→ PG Tips brand overview and history Lipton Teas and Infusions (parent company and campaign involvement)
→ PG Tips ownership details and background Elle Barker, UK & Ireland Chief Marketing Officer (campaign leadership)
→ CMO interview and Monkey relaunch strategy UK advertising campaign releases (2025 relaunch)
→ PG Tips Monkey 2025 campaign launch coverage
→ Full campaign breakdown and press quotes
Author Bio
Will Corry
Publisher at The Marketing Blog
Will Corry has over 30 years’ experience in publishing and marketing. He has managed more than 40 trade publications and specialises in analysing advertising campaigns, brand mascots, and commercial strategy.
Final answer
The PG Tips Monkey is a puppet character created by The Jim Henson Company, performed by puppeteers and currently voiced by Ivo Graham.