Pimm's gets a massive £3.5m summer push across the nation

Pimm's is to receive its biggest support push yet with its first national advertising campaign as Diageo ploughs £3.5m into the summer favourite.

The investment - up 77% on last year - will be spent over a four-month period to capitalise on the hot weather as Diageo looks to beat the 13% growth the brand achieved last year compared to 2005.

A new TV campaign, featuring Harry, the brand's ambassador, will hit screens on 24 May as he interviews consumers across the country making the most of the sunshine.

For the first time, the adverts will be seen across the country on satellite TV channels, although the bulk of the advertising will focus on the brand's south-east heartland.

Activity will be carried into outlets with a wide variety of point-of-sale material, including branded pitchers, bunting, serving trays, posters and staff T-shirts. With the English smoking ban set to come into force on 1 July, a variety of outdoor merchandise such as umbrellas, gazebos, banners, barbecues and chalkboards is also on offer to support licensees in maximising beer gardens and outdoor space.

Pimm's brand manager Matt Campbell said: "A pitcher of Pimm's and lemonade offers a great drink for licensees to attract groups of friends, especially as these groups spend 33% more than other drinkers. Pimm's consumers are also more valuable than other pub-goers, spending on average more than a third more per visit and staying longer overall."

The Pimm's bus will also be on the

road again for a second year, visiting 20

festivals nationwide.