The campaign for the ceramics and crystal brands will focus on their "values of craftsmanship and durability". It will include sales literature, POS and a retail support campaign.

Mark Bottomley, managing director of Cheshire-based Origin, said: "We're delighted to be working with brands so associated with quality and longevity.

"In demanding times like these, we all need reminding that when you buy quality not only does it look better, it also lasts longer. At a key gift-buying time like Christmas, that's a pivotally important message."

The Waterford, Wedgwood and Royal Doulton brands were bought by KPS Capital Partners, a New York private equity firm, in March.