Griff Rhys Jones, presenter of the BBC's Restoration programme, will be telling viewers how to preserve themselves a little better, as the voice of a new TV ad campaign for Seven Seas cod liver oil.
Breaking in the middle of next month, the creative will be highlighting the fact that the supplement contains ingredient du jour Omega-3, said to boost cell regeneration. It will also feature a new brand icon, King Cod, shown helping people in everyday situations, such as cycling up a hill or playing golf.
The ad runs until December and takes the strapline: 'Seven Seas - the big fish in Omega-3.'
Support, which totals a £5m investment this year, also includes new packaging aimed at flagging up the brand as a rich source of omega-3 to a wider audience, as well as new PoS.
Tim Horne, international and UK marketing manager, said: "We are refreshing the brand for a new generation. Granny knew best and we need to take this message to her grandchildren."