Linda McCartney Foods is returning to TV screens after a decade and a half with a week of documentary-style adverts running on daytime television.

The three-minute ads tie in with the meat-free brand’s quest “to find the UK’s tastiest meat-free dish” and run from 4 April on ITV’s This Morning show.

Each spot featuring one of the competition’s finalist and viewers can vote for their favourite on The winning dish will be put into production by Linda McCartney to hit shelves in the summer.

“The documentary style enables us to tell the story of the campaign and brand, showcase the top three dishes and encourage further participation in the Linda McCartney brand,” said marketing manager James Gentle.

“This Morning’s audience, complemented by our ongoing online and press activity, will help attract new consumers to the brand and frozen meat-free category.”

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