Lever Fabergé is to run a £3m nationwide advertising campaign for its laundry brand Persil to support Comic Relief.

An on-pack consumer initiative will see between 2p and 8p donated by purchasers of Bio, NonBio, Colour and Aloe Vera Persil depending on pack size. Lever Fabergé aims to raise £400,000 for the charity from the initiative.

Above-the-line advertising will run until March and include press, poster and TV across the UK and Ireland, plus in-store promotions as well as through PR and direct marketing.