Premier Foods Great Little Ideas initiative was developed to encourage consumers to use its range of brands, including Oxo, Loyd Grossman, Branston, Ambrosia, Homepride, and Hartley's Jelly, when cooking at home.
Among the famous faces, one-time star of the OXO family ads, Lynda Bellingham, is returning to promote the brand for the first time in a decade, albeit playing herself on this occasion.
Premier Foods has also signed up former 'Coronation Street' stars Liz Dawn and Tina O'Brien, 'Gladiators' presenter Kirsty Gallacher, and Ashley Banjo and Perry Kiely, members of 'Britain's Got Talent' winners Diversity.
The campaign, by MCBD, launches next month to coincide with the start of the latest series of ITV1's 'Britain's Got Talent, although a series of two and five second 'blipverts' will screen in the weeks leading up to the launch. Premier Foods claims to be the first FMCG company to run such blipverts on ITV.
Teresa Arbuckle, head of marketing at Premier Foods said: "Working with ITV and 'Britain's Got Talent' to launch our first blipvert campaign, will quickly establish our Great Little Ideas brand with millions of housewives across the nation."
Premier Foods is also rolling out a sampling campaign, where consumers can taste Branston Sweet Chilli Mayo Chicken Wraps and Ambrosia Cheesecake.
Separately, former England manager Terry Venables will join 'Strictly Come Dancing' judge Craig Revel Horwood to front a campaign for Batchelors Pasta 'N' Sauce and Branston in July.
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