Nom Dairy is splashing out on a £5m ad campaign in a bid to prove that Nom is "here to stay".

Activity will kick off when Nom makes its TV debut on 18 October with a 30-second ad promoting its Creamy range. The ads, which will run for six weeks, will set out Nom's stall as "the best-tasting yoghurt" and carry the 'nom, nom, nom' catchphrase used in popular culture to describe anything tasty.

The TV ad would raise awareness and drive trial of Nom products, said CEO David Potts. Nom also wanted to "say to the marketplace that the brand is here and here to stay".

The October push will be followed by a 12-week TV campaign in January promoting De-light and press ads will support both TV ads. New flavours and variants will be added to Nom's four-strong portfolio in January.

Sales at Nom Dairy stood at £23.45m in 2009.