Mars is running a new TV ad campaign to raise the profile of its Dolmio Bolognese sauce among viewers of hit Saturday night shows such as The X Factor and I'm A Celebrity Get Me Out Of Here!

The activity, which is part of a £1.7m investment for autumn and winter, will be supported by national press advertising and posters on the London Underground this month.

"Our key audiences watch ITV at these times and we are confident the activity will remind consumers that any day can be a Dolmio day," a spokeswoman said.