Premier retailers are being promised increased footfall and sales thanks to a sharpened promotional focus and national advertising in The Sun newspaper.

In addition to a new market-leading ‘mega deal’ promotion at the start of every new four-weekly cycle, Premier retailers can now also benefit from its biggest scratchcard offer yet.

Each shopper who spends more than £5 in store will have a one in two chance of winning anything from a can of Euroshopper Energy Drink through to a PS3, Kindle or Wii via the free scratchcard.

The first ‘mega deal’ promotion is a better than half price offer on Persil 850g for £1.40. A full-page advert highlighting Premier’s strong value credentials will also run across The Sun.

The adverts will also draw attention to the scratchcard promotion, which has led to a 25% sale uplift in stores in the past. “This promotion is fantastic news for our retailers and is part of taking Premier to the next level,” said Martin Swadling, head of Premier. “The Premier brand is a real force in convenience and this activity is sure to build on this success.”