Bel UK is relaunching its Laughing Cow cheese with a new marketing campaign.

The campaign will include a national TV ­advert, which will debut tomorrow during Britain's Got Talent and run throughout June.

Bel UK will also run an online campaign under the slogan 'pull the udder one', featuring a video of comedian Milton Jones trying to get cows to laugh.

Bel UK senior brand manager Fiona Riches said the campaign would engage consumers "on a scale not previously seen" by The Laughing Cow.