Premium sausage brand Debbie & Andrew's has put its planned national TV debut on ice in order to put a greater focus on social media.

Last year, the company - owned by meat giant Vion - announced plans for a multimillion pound 12-week campaign on ITV in 2011 in a bid to grow penetration in the chilled sausage fixture from 4% to 12%.

However, a spokeswoman confirmed that plans had been put on hold, although she added that they would be revisited in future. "For now, Debbie & Andrew's focus is on upweighting its social media, including website, newsletters and Facebook," she said. Next year, Debbie & Andrew's also plans to extend its mentoring scheme, which involves it visiting Yorkshire schools to give business advice to students.