The UK's biggest-selling sausage brand is planning a £1.25m ad campaign based around provenance and authenticity.
Richmond will appear in six weeks of TV ads from this month as part of its first national TV campaign for nine years.
The nostalgic 30-second commercial, which will be followed by press advertising next month, featuring the nostalgic strapline: "The taste that takes you back."
The Richmond brand is worth £85m and holds a 16% share of the UK branded sausage market. Sales of Richmond frozen were up 6% last year to £8.2m compared with a market average decrease of 8% [Nielsen], the company said.
"Many adults grew up eating Richmond sausages and they are instantly reminded of their childhood when they taste them again," said Mark Brown, senior brand manager at Kerry Foods.
Richmond has also expanded its frozen range with a new size - Jumbo - which is thicker and longer than its thick sausage.