Welsh bakery Brace’s is running a new £100,000 TV advertising campaign this month, across the Wales and the south-west region including the Channel Islands.

Featuring the voice of the Carry On... series star Leslie Phillips, with his strap-line ’Ding Dong’, the commercials show the antics of a family’s animated bread bin and Brace’s bread.

Scott Richardson, sales and marketing director of Brace’s Bakery, said Brace’s was last on TV two years ago with its ’Bread for All Seasons’ marketing campaign.

It has invested £100,000 in the new TV advertising campaign, running over a four-week period, to support its trade customers, such as Tesco and Asda, as well as to attract new customers to the brand, he said.

Richardson said: "Sales expectations are high and we are looking forward to a successful summer season where we know sales will improve further. Our turnover is £27 million at moment and half-year results are on target. Future growth prospects look promising, with us exploiting new markets, both in new regions and through new product development."

Richardson said Brace’s was still looking for a site for a new bakery in the south, but there were no immediate plans.

He added that Brace’s is celebrating its 105th birthday, this year and has set up a ’community birthday fund’, which is supporting schools, charities and grass-root organisations.