Landmark Wholesale is promoting local shopping in a new campaign for Lifestyle Express stores.

The ‘shop often, shop local, spend less’ strapline is designed to encourage consumers to use their local Lifestyle Express outlet more often, instead of doing a big weekly shop at the supermarket and throwing away unused food.

The campaign follows a recent study by environmental campaigners WRAP, which maintained the average family wastes at least £11 a week on food that is discarded because is out of date.

The ‘save £11 a week’ message will be displayed in stores through posters, pos material and customer leaflets.

Landmark Wholesale managing director Martin Williams said: “Consumers have got in the habit of doing a weekly big shop, but what they purchase at the weekend has either lost its appeal or is out of date come the end of the week, wasting food and their money.

“Our campaign is trying to encourage shoppers to use their local shops. With fuel prices soaring and the cost of living becoming more expensive, never has the time been more appropriate for consumers to check out the good value and offers on their doorstep.”