In what is believed to be a first for an independent retailer, Welsh store owner Conrad Davies is creating his own television advertising campaign.

Conrad, who owns two Eurospar stores in Dolgellau and Blaenau Ffestiniog, as well as a Spar store in Pwllheli, has secured a deal with Welsh language TV channel S4C to run a series of 20- and 30-second ads during North Wales’ 20 most viewed programmes.

“S4C launched a deal promising small businesses £2,000 off their production costs if they advertised, which was perfect for us,” Conrad told Convenience Store. “For £8,000 we can produce a series of ads that will promote all three stores and reach thousands of people.”

Each 30-second ad will be shown a total of 205 times in the months of July, August, October and December, reaching an estimated 2,494,721 people.

The ads will focus on the store’s family heritage, commitment to local food, value for money and freshness.

Filming is set to commence following the installation of a new fresh fish counter in Eurospar Dolgellau. Thanks to a grant from the Welsh Assembly, store staff are to be trained in filleting, display and recipe suggestions by representatives from Billingsgate’s Seafood School in London.

“The new fish counter will play a key role in the ads and really drive the point home that there is so much more to us than convenience,” Conrad added.

Suppliers will also be given the opportunity to work with Conrad on promoting deals in the 30-second ads.