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The media, bought by Central Focus, saw the 30-second commercial debut yesterday during Coronation Street.

Featuring a dancing animated baked bean can, it will run nationally for a four week burst in January and February.

Martin Hall, head of Branston Baked Beans, is confident that the new campaign will help the company double its share within a few months.

He said: "This is the first time that a company other than Heinz has advertised baked beans on British television.

"It will be interesting to see how Heinz respond now that we are launching a TV advertising campaign."

Creative for the commercial was by DLKW.