The television advertising campaign hopes to target families and drive brand awareness with an interactive competition.
The ads encourage viewers to press the red button on their remote to enter a competition to win a family trip to Disneyland Paris.
Using the red button during the ads will work in the same way as using the red button during programmes to access extra coverage or information.
The TV ads break this weekend and will air during ITV1’s Saturday night entertainment programmes “The X Factor”, “You’ve Been Framed”, “Harry Hill’s TV Burp” and “I’m a Celebrity… Get me Out of Here!”.
James Stafford from ITV says: “Saturday nights on ITV1 are the home of entertainment, so it’s great to be able to work with Dolmio on creative ways to communicate their message beyond the traditional 30-second spot.”
The ads are part of a £1.7m marketing push for Dolmio’s “Today’s the Day” campaign launched this autumn.
The competition can also be entered online.
The TV ads will be supported with national press and outdoor activity on the London Underground throughout November.