Philadelphia is splashing out on its biggest investment in TV in five years and its longest-running TV campaign to date.

The Love Life, It’s Delicious ad campaign will hit screens today (18 January) and run until 23 March.

Part of a £9.3m total marketing spend for the brand in 2014, the ad will air in the commercial breaks of shows including Dancing on Ice and Coronation Street.

It depicts Philly being enjoyed outdoors in the sun on canapés and as part of a meal.

“We wanted to root Philadelphia firmly in the hearts of our consumers, showing that healthy food can be enjoyable and beautiful food can be easy,” said Philadelphia marketing manager Jennifer Spurr.

In-store and digital activity will support the 30-second and 10-second bursts of the ad, which is a revamped version of a commercial previously used to market Philly.

Last week, Mondelez launched a campaign for its Philadelphia Simply Stir cooking sauces, launched in April last year. Running over four weeks, the £1m campaign includes radio and outdoor advertising. Radio ads will focus on Simply Stir’s use in easy midweek meals.