Food manufacturers Princes has unveiled a £4 million brand-building' campaign as it seeks to take the business to the next level.

The new campaign is to be backed up by a high-profile advertising campaign, including prime-time television adverts, and a new slogan - Yours to Enjoy.

Princes, which employs 450 people at its Weaverthorpe Road soft drinks production site in Bradford, makes and sells a diverse range, including fish, meat, vegetables, fruit and fruit juices, sandwich spreads and microwave ready meals.

The television campaign, the first the company has run for several years, is to target 18 million homes and is soundtracked by musician and television personality Jools Holland.

As well as television, advertising and promotions are to run in consumer magazines and supermarket media.

Neil Brownbill, marketing director for Princes, said: "This extensive brand campaign brings to life the enduring popularity of Princes products with UK households and will engage with loyal and new consumers.

"Our new advertising shows the simple enjoyment and warmth of the brand and how people feel good about eating and drinking Princes products.

"It further strengthens our position as a champion of the ambient grocery sector and energises our product ranges.

"The campaign firmly sends the message to a wide consumer base, as well as our retail partners, that our goods can be enjoyed at all times of day by all types of people. Princes has always stood for quality.

"We have enjoyed years of successive growth for our popular ranges and our most recent launches have been extremely successful.

"We feel now is the right time to build on the distinction we have in the marketplace with powerful press, in-store and TV support."

The advertising campaign has been created by BIG Communications. Media planning and buying for the entire campaign is by WPP's Mediaedge:cia. The Princes Group has a turnover of £900 million turnover and employs more than 3,000 employees worldwide.

The Bradford factory recently underwent a £5.2 million revamp and produces 144 million bottles of soft drink each year. The company also has plans for a 400 ft wind turbine which it says will prevent five and a half thousand tonnes of carbon dioxide being pumped into the air every year.

Plans for the turbine are at the consultation phase.