Lactalis McLelland has kicked off a £1.5m TV ad campaign to push its .

The three-week campaign, launched this week, features a 20-second ­commercial running ­between primetime shows such as Coronation Street, Grand Designs and Emmerdale.

Focusing on the relationship between a mother and her daughter, the ad shows the child opening the fridge to reveal a store room, with an expert cheesemaker selecting the best part of the cheese. She then sees a pack of Emmental, with the ad closing with the line 'Président - no ordinary Emmental'.

Value sales of Président cheese and butter have grown from £16.5 to £19.5m year-on-year [IRI].

"Président Emmental lines are recognised as high-quality premium products that really deliver in terms of unrivalled heritage and taste," said group marketing ­director Martin Rickenback.