Plant-based food brand This is set to launch its first-ever TV ad campaign, featuring food critic of MasterchefUK and Very British Problems fame, Grace Dent.

Airing from this week across the ITV and ITVX portfolio, the spot will feature Dent taste-testing a ‘pork’ sausage, only to then discover that it is in fact plant-based.

The campaign marks the brand’s largest advertising push to date, having spent over £600,000 on TV, out-of-home, in-store, digital, influencer and social media activations.

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The move follows ITV’s recent seven-figure investment into the business, offering it up to £4 million worth of advertising inventory across the breadth of its portfolio.

On the product, Dent said: “Oh, the delicious deception. Being tricked into savouring a plant-based pork sausage was certainly a revelation. The taste and texture was uncanny to the real deal.”