Costcutter has unveiled a new campaign aimed at helping retailers combat the government’s decision to suspend Sunday trading laws during the Olympics.

The ‘Super Sunday Savings’ campaign will include a series of promotional offers which will be available to customers via the two million consumer leaflets which will be distributed to Costcutter, myCostcutter and kwiksave retailers from 24 June.

The consumer leaflets will offer discount vouchers which will be redeemable on Sunday’s during the Olympic duration, when trading laws will be relaxed.

Angela Barber, trading director for Costcutter, said: “The suspension of the Sunday trading laws during the Olympics and Paralympics has the potential to damage sales for convenience store retailers. Costcutter Supermarkets Group is dedicated to helping retailers increase their sales and give exceptional value to customers and this campaign benefits both parties.”

She added: “The suspension of Sunday trading comes into effect on 22nd July but we’re launching our campaign a month in advance to allow retailers to promote their value messages and reinforce customer loyalty ahead of this crucial trading period.”

Costcutter is also re-launching its ‘Think Pink’ rosé wine initiative following the success of last summer’s campaign. Retailers across all three fascias will once again be able to take advantage of a variety of profit-boosting deals on rosé wine.