Meat-free brand Quorn is launching a new TV advertising campaign as a key sales driver in its £10m brand relaunch.

The campaign comprises nine 20-second commercials encouraging consumers to “discover a delicious, nutritious protein source” and will run for 49 weeks.

Each commercial will highlight Quorn’s taste and versatility, showcasing a range of easy-to-make dishes encouraging consumers to enjoy cooking at home, using Quorn as the main ingredient.

The commercials will air across a range of leading commercial channels and shows, including ITV’s Broadchurch, Ant and Dec’s Saturday Night Takeaway and Emmerdale, Channel 4’s Gogglebox and Mutiny, and Sky Atlantic’s Big Little Lies.

The TV campaign spearheads a range of activity that includes new pack designs, category-boosting NPD and a new-look website, all complemented by new digital content on Quorn’s own channels.

Julian Cooke, Quorn’s head of UK category management, said: “The high profile, long-running TV advertising campaign will be instrumental in encouraging consumers to make more sustainable food choices with Quorn.

“We’re highlighting that alternative protein sources can be used as a centrepiece in great-tasting, everyday meals and in doing so we’ll be driving shoppers to the meat-free fixture in record numbers.”