Costcutter is planning to up its marketing spend throughout the summer on the back of a 14% increase in year-on-year sales for February and an overall increase of 9.5% across all trading areas for 2007 to date.
The group, which has recently announced its store numbers have reached the 1,500 mark for the first time following a heavy recruitment process, said it expects to reveal record-breaking results for the year at the end of April.
Despite speculation surrounding the collapsed merger with Nisa-Today's, the group has revealed that its fortnightly induction courses have been full and it is currently opening 12 stores every fortnight.
The latest stage of the group's marketing began at the end of March with a two-week campaign in Northern Ireland on Ulster TV. A new TV campaign has also been organised on GMTV and will run from June. The adverts will be seen by an estimated 10m viewers and feature the voice of Keith Chegwin.
A high-profile Scotland-specific leaflet campaign begins next month and will be supported by full page adverts in The Daily Record.