Costcutter is back on TV this month with a new campaign focusing on value for money and its retailers’ commitments to local charities.

Its Local Pride charity initiative, which raises funds for local good causes via Making A Difference Locally, will be brought to life with the use of the animated Local Pride family.

Characters will be seen interacting with a range of promotional branded products in a mixture of 10 and 30 second ads.

“The mix of live footage and animation is a first for Costcutter, but they combine extremely effectively to create a value message with added personality,” Costcutter retail marketing manager Jennifer Holmes said.

“Costcutter is proud to be local and our Local Pride initiative is extremely important to us and our retailers. The interaction with the products brings extra warmth to the adverts, whilst not distracting from the key value message.”