The activity marks a return to TV after it dropped the medium from its marketing schedule in March last year to focus on regional press and direct work, following a review overseen by marketing director Colin Smith. (Marketing 23 May.)
The campaign, created by WWAV Rapp Collins, aims to show the convenient, fresh and friendly appeal of the brand and uses the strapline ‘for fresh offers every week - pop in to Somerfield'.
The first ad, which features a mother shopping for tea for her two sons, breaks on Wednesday during the break in Coronation Street. The campaign will run until March 2008.
Julie Ward, head of marketing communications at Somerfield, said: "The ads show that at Somerfield you don't have to compromise on quality or price - you can get fresh food at great prices with the friendly service you expect from your local grocers."
Somerfield appointed WWAV Rapp Collins to handle its direct account, but it has since taken on creative advertising responsibilities.
Previous TV work has focused on price. In 2006, ads created by M&C Saatchi carried the strapline ‘There's a great deal going on'.
Earlier this year, Somerfield scrapped its Saver Card loyalty scheme, which had about 3m members. It recently relaunched its customer magazine, produced by Rare Publishing, to include horoscopes, celebrity gossip and recipes.
WWAV Media handle's Somerfield's media planning and buying account.
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