Costcutter is advertising on terrestrial television for the first time with a new campaign which breaks in the West Country on September 16.
Retailers in the area contributed a third of the funding for the 30-second brand-building adverts for deep price cuts on PG Tips 80s and San Miguel beer.
Suppliers and Costcutter head office have made up the balance.
Costcutter marketing manager Ian Graves said: "We will run at least 25 adverts over three weeks on the ITV channel for Devon and Cornwall, reaching over 70% of our target audience.
"We want to run similar regional campaigns in Northern Ireland and Scotland before Christmas, with the co-operation of all Costcutter retailers in those areas. We will look at other regions next year."
Television advertising campaigns will run in tandem with leaflet and national press advertising.

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