Ugo's Deli Café Panini is kicking off its £1.6m drive for 2008 with press ads targeting women looking for alternatives to sandwiches. The activity positions the microwaveable brand as "the hot alternative to boring cold lunchtime sandwiches", featuring the strapline: 'Make sorry sarnies a thing of the past.' The two-month campaign, starting this month, is expected to reach two thirds of all working women through ads in titles such as Heat, Closer and the Daily Mail. Brand owner Kepak Convenience Foods is also offering bogof vouchers via its website to drive trial. "This brand offers a real opportunity to compete with high-street food service operators," said Peter Fazal, sales director. Since the brand was launched last September, it has achieved sales of £2m, reaching 740,000 households, according to Fazal.