Omsco is splashing out £2m on the latest phase of its campaign to encourage shoppers to switch to organic milk.

The Organic Milk Suppliers Co-operative has signed up TV presenter Kate Humble to replace Donna Air, the face of phase one, launched last autumn. The new phase would encourage people to make organic milk a part of their daily routine, said Richard Hampton, sales and marketing director. "We are tackling consumer misconceptions about the cost and benefits."

A TV ad broke this week and will run for five weeks on mainstream terrestrial, digital and satellite channels during programmes such as GMTV.

The TV activity will be supported by an outdoor ad campaign, in-store floor posters placed near the fixture and trolley ads.

Sales of organic milk rose 1% by value last year [Nielsen 52w/e 27 December 2009].