But Yorkshire Water, also picking up a 'team of the year' award, displayed a real understanding of what the white rose county wants. Do they want to be educated? Do they want to know what Yorkshire Water is up to? Or do they want to see the not-unattractive Nell McAndrew on a beach? McAndrew, 31, from Leeds, has never hidden her love of Yorkshire. So when Yorkshire Water wanted to talk about beach safety and communicate its price rises, you can guess who came to the rescue.
It's a far cry from playing Lara Croft and enduring other 'celebs' in an Australian jungle, but Nell appears to have found the winning formula closer to home.