Loyd Grossman pasta sauce makes its TV debut in February with a £1m campaign starring its eponymous creator.
Brand owner Chivers Hartley claims the pasta sauce range is growing three times faster than the £168.6m market, which increased by 11% last year [AC Nielsen].
"This campaign is a statement of our confidence in the brand, which has demonstrated its potential," said managing director Steve Wrigley.
In addition to the television push, which will be on air until March, the full Loyd Grossman range will be supported with a £1m press campaign later in the year.
The brand was launched in 1995, with pasta sauces.
It has since been extended into dressings, pan fry sauces and Thai cooking sauces.
Pasta sauce is the flagship, for which Chivers Hartley claims 4.9% market share.
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