Leading allergy brand Piri is launching new television advertising as a part of a £1.7 million campaign to build consumer awareness of its nasal spray.

The advertising will run for six weeks from June 3, and will aim to communicate that nothing is more effective than Pirinase Hayfever Nasal Spray for treating hayfever without a prescription.

The advert will appear on channels including ITV, Channel 4 and Channel 5, Midwest, North, Scotland, South East and Ulster. The activity forms part of the brand's overall campaign, which includes Daybreak sponsorship that started in April and will continue until the end of August.

Piri brand manager Hannah Allchin said the activity could help reach consumers seeking alternative hayfever treatments. "Our research shows that 48 per cent of allergy sufferers are dissatisfied with their current treatment, representing an opportunity for pharmacists to drive trade up to a more premium offering and unlock incremental sales opportunities," she said.

Piri is worth £20.8m in the UK and has a 24.5 per cent share of the total allergy market, with products including Piriton, Pirinase and Piriteze.

A 60-spray pack of Pirinase has at a retail selling price of £5.95.

To order, contact GSK on 0845 762 6637