Marks & Spencer is to launch a fresh advertising campaign to push its "restaurant-quality food" and which will use celebrity voice-overs.

The push replaces the company's long-running campaign that ends with the strapline: "This is not just food; this is M&S food".

The first spot in the new campaign features a voice-over from UK actor David Jason and will first air on Sunday (7 September). The ad, which will run for three weeks, is designed to coincide with the launch of a new range of Italian food in M&S stores.

In the ad, M&S said Jason will discuss the "top-quality ingredients" he is using to make a risotto, only for the dish to be revealed as an M&S prepared meal.

Executive director of marketing at M&S Steve Sharp said: "The new adverts not only show that M&S prepared meals offer restaurant-quality dining but also highlights the quality of our raw ingredients to viewers, whether they are buying fresh produce to cook from scratch or want us to do the hard work for them."