Premier Foods is ploughing GBP2m (US$4m) into a TV advertising campaign for Branston Relish.

The UK food group said the ad, which features an ice cream-style fan selling the relish, would “capture the spirit of summer”.

Branston marketing manager Kelly Pym claimed the product would be “a hit” during the barbeque season. “It’s a great tasting, versatile product,” Pym said.

Premier is hoping that the campaign will also drive sales across the Branston range, including its flagship pickle line.