Italian tomato brand Cirio is making its UK TV debut as part of a £1m push.

The four-month campaign, which kicks off on Christmas Day, includes TV, digital and press activity. It had been designed to highlight Cirio’s “genuine Italian credentials” and set it apart from rivals, said UK distributor RH Amar.

“Unlike many tomato brands in the UK, all Cirio products are grown, harvested and canned in Italy,” said Cirio marketing director Simon Fry.

The television ads will run across selected terrestrial and satellite stations, as well as on specialist food channels.