Budgens is back on TV for the first time in nearly a decade with a new advertising campaign aimed at the Christmas market.

The campaign runs across various ITV regions from December 6 until December 21 under the banner of “All Star Christmas”. It wil highlight special offers on products such as wine, Champagne, joints of meat and luxury chocolates, as well as giving a starring role to Budgens retailers and highlighting their support of local producers.

Press radio and outdoor advertising will run at the same time, making it the biggest ever marketing campaign for the Budgens brand.

The group has also launched a trial scheme in six stores to improve its fresh produce offer.

The category development scheme sees an increased range of loose fresh produce, more seasonal lines and improved product information and pos material, including recipe cards. Greater use is also being made of wicker baskets, wooden crates and display tables to create a sense of theatre.

Budgens sales director Dan Quest said: “There is real interest in the product and we can see that shoppers are using our recipe cards. We’re showing that we have a brand that can compete successfully against the multiples.”