Jordans Cereals has turned the spotlight on its Frusli brand in a new TV campaign starring Bill Oddie.

The 10-second commercials feature animated fruit and a voiceover from the Springwatch presenter, who becomes tongue-tied while listing the 25%-plus fruit content of the range.

The seven-week push, on air now, is being supported by online and sampling activity as part of a £1.5m brand investment.