Somerfield shifts focus upmarket

Supermarket chain Somerfield is launching an 8m campaign aimed to attract a younger, more upmarket family shopper.

The push features Birds of a Feather star Lesley Joseph in two TV ads. From today (Wednesday 13) Somerfield is offering a series of discounts and multi-buy deals through its Price Check scheme.

Discounts include nine products at half price and another 104 items with a 25 per cent discount. Other offers include buy one and get one free promotions.

Somerfield marketing director David Coles says the drive focuses on middle-aged, middle class shoppers with the message that the store offers good value.

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