Fresh, local and independent will be the core messages of Nisa's first ever TV campaign set to launch at the end of December.

The upmarket five-week campaign is expected to help Nisa achieve a sixth consecutive year of 20% growth, group symbol director John Heagney commented.

The group decided to give the ads a more premium focus after internal research revealed that 42% of its customers fell into the ABC1 demographic of upper- and middle-class shoppers.

"This surprised us and has affected the approach that we've taken," Heagney added. "We certainly won't be going down Iceland's Kerry Katona route!"

The campaign comprises 30-second adverts that depict Nisa's fresh and local offering and 10-second adverts that focus on competitively pricing. They will air on ITV during Daybreak and prime time, as well as satellite stations.

The campaign has been welcomed by Nisa retailers. "It's a great move that will create more focus on the brand and the value that it can offer," said Burton-on-Trent Nisa retailer Sukhjinder Gill.