The has planned a series of ads in the national press, including The Times, Daily Mail, Observer and the Guardian, and at London Underground stations as well as viral marketing and on-site competitions that will coincide with the launch of its new strapline, 'The Price Comparison People'.
PriceRunner.co.uk said its display ad campaign would run on VCMedia's network of 10,000 websites, while the magazine print campaign will feature in Esquire, What Hi-Fi, Men's Health and T3.
In addition to the print activity, the company will run a digitaltmnw devised viral campaign featuring a character called Rude Elf, which asks website visitors what they would like to receive for Christmas instead of socks.
PriceRunner.co.uk said it had also devised on-site CRM activity featuring prize draws and the chance to win the cash value of whichever product visitors wished to buy.
Earlier this month, PriceRunner struck a deal with Energy Saving Trust to create a website offering energy-saving product recommendations and price comparisons.
Gary Goodman, marketing director of PriceRunner.co.uk, said: "Our aim for this activity is two fold. Firstly it's to drive awareness that we are a truly impartial price comparison service, and secondly to engage with users on our site to build loyalty and increased users via word of mouth.
"We'll be reaching millions of people in a variety of places in a very short, concentrated space of time."
Media buying for the campaign was handled by MPG.