MILLIONS of viewers are waking up to a Crewe company's national TV advertising campaign.

ITV adverts, running throughout September, feature three 20-second cinematic film clips (including the one above) telling the story of how family firm Mornflake grows and crafts oat-based cereal products loved by consumers worldwide.

They celebrate the food producer's historic roots in Cheshire and expertise as millers.

The adverts include 'Millers of Mighty Oats since 1675', which shows scenes inside the Crewe Mill and on a farm near Nantwich which has been growing and harvesting crops for the company for more than 10 years.

The commercials will be seen on station's biggest shows, including 'Good Morning Britain', 'Lorraine' and Granada News as well as during episodes of 'Coronation Street, 'Who Wants to Be A Millionaire', 'The Chase', 'Doc Martin' and 'Piers Morgan's Life Stories'.

They have been timed to go live just as the porridge season hots up and mark an upturn in sales for the independent millers who have long championed healthy lifestyles.

Mornflake Commercial Director Marek Makowski said "Genuine craft, provenance and quality is something we have been delivering for centuries, since we first started milling oats in 1675 and it is central to our promise today.

"Over 340 years we have fed the nation through some challenging times and Covid-19 has seen a huge demand for healthy, hearty wholegrains like oats, especially in our heartland, stove-cooked traditional oats.

"This campaign is a timely reminder that our centuries of family milling craft and expertise ensures that consumers can always depend on Mornflake for a quality breakfast."

Mornflake has played a critical role in feeding the nation during the pandemic, supporting the DEFRA parcel scheme with millions of packs of porridge sent to NHS workers, food banks and vulnerable people.

It's not the first time in its history that the local company has stepped up to the mark during a time of national crisis. During the Second World War its energy-packed oats became a daily dietary staple and a new factory was built on Gresty Road in Crewe to cope with feeding a nation at war.

The company's history spans five centuries and 15 generations of the Lea family, starting with William Lea who began milling oats at Swettenham Mill in 1675.

Its swift response to the pandemic has been recognised by the GREAT Britain Inspirations campaign led by the Department of International Trade.

The initiative pays tribute to the actions of UK businesses, organisations and individuals in the most challenging time in living memory.

Mornflake, which employs more than 250 people locally, is a significant sponsor in the community. The firm sponsors the Nantwich International Cheese Show, Nantwich Food Festival and has been the shirt sponsor at Crewe Alex since 2004.

For more on Mornflake see the company's website.