Dairy Crest launched its first ever nationwide TV campaign for its online delivery service milk&more this month.

The £1m TV advertising campaign informs shoppers that they can now order more than 200 key branded goods including bread, butter, cheese, cereal and even pet food, along with their daily doorstop milk delivery.

Goods are delivered directly to Dairy Crest depots from their manufacturers before going out on milk rounds.

The milk&more adverts are being screened on major channels and at prime times, including during ITV's Daybreak, and feature the new strapline 'Top up with the little store at your door'.

Shoppers who have signed up with their milkman for the milk&more service can order their goods up until 9pm for their next doorstep delivery, and for the next few weeks new users will also receive £10 off their shopping.

With weekly sales already above £800,000 for milk&more, marketing and buying director Andrew Kendall said now was the perfect time for the company to invest in advertising the delivery scheme.

"The combination of traditional milkmen delivering a contemporary shopping experience appeals to a wide range of shoppers, and customers have responded very well to the service so far.

"It meets customers' needs for top-up purchases, which supplement their weekly supermarket shop," he said.

"Now we want to make more of them aware of milk&more, so that existing customers spend more with us, and new customers sign up for the service. Our investment in a national TV advertising campaign reflects our growing confidence that milk&more can be a great success."