ConAgra Foods has kicked off an advertising campaign for cooking spray brand Pam in the US.

The US food giant said today (4 March) that the push aims to emphasises Pam's use as a "convenient kitchen aid" that helps consumers "pull it off".

"The new campaign was developed to reassure consumers that Pam will help them get meals to turn out the way they want them to," said Michael Locascio, vice president and general manager at ConAgra Foods.

With the tag line, "Relax, Pam helps you pull it off," the television ads began airing this month during prime time network programming and cable programmes on channels such as The Food Network, American Movie Channel and Home & Garden Television.

Additional ads are scheduled to run later in the year.