General Mills is mounting its first television advertising campaign in seven years for frozen pastry brand Jus-Rol in a bid to make the most of the frozen category's reviving fortunes.

The 30-second ad, which offers up a quick and simple recipe for a family pizza-style meal, is intended to maintain "the buzz" around the brand, says General Mills commercial director, Ed Culf. He says the activity will also help the brand capitalise on the Delia Effect following the mention of Jus-Rol ready-rolled puff and shortcrust pastry sheets in the celeb chef's How To Cheat At Cooking book.

"In addition to demonstrating how simple it is to cook using the Jus-Rol products in the book, her logo [A Delia Cheat Ingredient] is featured on the retail packs - and this will draw more shoppers to the products and give them the confidence to try them."

Jus-Rol also taps into consumers' increasing desire for products that are convenient to use, says Culf, citing IRI figures for the year to 19 April showing that sales of frozen pastry sheets are growing at an annual rate of 24%.

Brand Equity Monitor suggests the Jus-Rol brand is recognised by 88% of the UK population.