The first ads in the campaign target a younger, female audience. The through-the-line campaign star Anna Crilly and Katy Wix (from the TV comedy Lead Balloon).
The ads were written by Claire Lambert and art directed by Paul Shearer. They were directed by Steve Bendelack through Hungry Man. The campaign will run on Coronation Street sponsorship idents, online, video-on-demand, press, in-store materials, brochures and direct marketing.