Cornish clotted cream specialist Rodda's has launched its first-ever TV advertising campaign this week.

The adverts, which will be aired in the ITV Central region over a five-week period, will feature the tagline Too Good for Words and will be specifically targeted at females.

The adverts associate Rodda's with tennis and cricket and will appear around programmes such as Coronation Street, This Morning and Loose Women.

"In recent years there has been a significant increase in awareness of and demand for high-quality regional produce, with proven provenance - such as Rodda's Cornish Clotted Cream," said finance director Philip Rodda.

The company is also building upon its foodservice base with the introduction of a boxed cream tea, targeted at in-flight and event catering.

Rodda's Clotted Cream was awarded Protected Designation of Origin status in 1998 and has listings in major supermarkets .