Costcutter has launched its biggest ever ad campaign to attract price-conscious shoppers.
TV adverts started screening last week, featuring half-price offers and buy-one-get-one-free deals as well as aiming to raise the symbol group's profile.
Costcutter estimates that 13 million viewers will see the TV adverts on GMTV and ITV during daytime, early peak times and Coronation Street breaks. They follow two previous campaigns which ran on GMTV.
Trading and marketing director Angela Barber said that each campaign had proved more successful than the last, with stores reporting high levels of sales. "The Costcutter brand is instantly recognisable and associated with professionalism, quality and value," she said.
Costcutter retailer Appean Sharma, who runs a store in Eltham, south-east London, said the ads were essential, particularly when run in tandem with local leafleting.
"They definitely have an impact on customers and I notice an increase in sales when they are on," said Appean. "It's important that people realise we are a big company and it gives us a good corporate image and helps us stand up to the likes of Tesco."
The ad campaign will be supported by Costcutter's usual three-weekly promotional leaflets which are sent to two million homes. Costcutter is also advertising at all rugby union grounds during the televised Six Nations championships.