Unable to add a custom entry to the run menu

I'm trying to set up a workflow where I can execute gcovr from Qt Creator.

Using https://github.com/bilke/cmake-modules/blob/master/CodeCoverage.cmake I've managed to set up a custom target like this:

include(cmake/CodeCoverage.cmake)
append_coverage_compiler_flags()

setup_target_for_coverage_gcovr_html(
   NAME KDV_Coverage
   EXECUTABLE ctest
)

But as this has been added with add_custom_target, Qt Creator doesn't pick it up and add it to its run menu.

I've failed to find any way to do so.