Discovery Foods is to launch its first advertising campaign after more than 10 years in business. The supplier of foods from Mexico and the Americas said it had decided to break with its tradition of relying on trial and word of mouth to spread its message. Instead, it will now target consumers with a four-month long, £2m press campaign running until July. Four ads will appear in a range of consumer magazines including Hello!, Good Housekeeping and the Mail on Sunday's You. Four executions each play on the theme that we could all eat different' by opting for Discovery foods. One ad, typical of the four treatments, carries the strapline Don't eat dull food ­ Fish and parrots eat dull food, humans deserve more'. Paul Vita, marketing director at Discovery Foods, said: "We have come a long way without advertising but feel it is time for the brand to step out of the shadows." {{P&P }}