Premier Foods is set to bring "the sizzle" to its Great Little Ideas brand concept with a host of mum-friendly celebrities starring in its new TV campaign.

As part of the £10m marketing investment, Premier has signed up sports presenter Kirsty Gallacher, Coronation Street actress Liz Dawn, Terry Venables and Diversity, last year's Britain's Got Talent winners, to front the ads containing 'Great Little Ideas' for consumers to try out with its brands at home.

The Look out for the Stars campaign will break during the first episode of the new series of Britain's Got Talent, which returns to ITV1 this spring.

"This campaign is about bringing the extra sizzle to GLI and urges mums to look out for the stars. We tested celebs whom mums would relate well to."

In an ITV1 first, the campaign will also feature blipverts two or five second teaser adverts.