Anchor squirty cream will be back on TV for the first time in five years next month with a quirky ad based around Britain's Got Talent.

The Every Dessert Deserves A Squirt campaign will run through May during episodes of Britain's Got Talent on ITV1 and Britain's Got More Talent on ITV2. The ads would show fun ways to enjoy puddings, indulgent coffees, hot chocolates and milkshakes by adding Anchor cream, said brand manager Edward Seele.

"We are confident the campaign will grow the category, educating consumers that using Anchor cream is not just for special occasions but for everyday use," he said. The popular show was the perfect platform to raise awareness with the target family audience, he added.

The campaign, which will also run via the Britain's Got Talent website, will be supported with in-store sampling and PoS.