The multimillion-pound drive will introduce an animated ³Nectar Purse² character, which is dedicated to collecting Nectar ³droplet² points, and will target the loyalty card¹s core audience of ³savvy mums² with the strapline ³Collect What¹s Yours².
The brand campaign aims to increase the number of swipes per card holder at partner retailers, which include Sainsbury¹s and recently added Homebase.
It has been designed by Joshua G2 and comprises two 30-second TV spots due to go live next Thursday, and five press ads set to run across a range of women¹s titles and national press from the end of the month.
³Our collectors aren¹t aware of all the places they can collect Nectar points,² says Nectar marketing director John Sheekey.
³This campaign reminds collectors about the places they can collect what¹s theirs at a time when everyone is looking to become savvier,² he adds.
The move comes after rival Tesco Clubcard¹s announcement it was ploughing £150m into a relaunch of its card to stabilise market share (MW 22 April).