Rod Addy Somerfield is poised to launch the advertising campaign that will replace brand icon Annie on May 7. It has a launch budget of £2m and will run under the strapline Good Food Made Easy. The ads were designed by Somerfield's brand team in partnership with McCann Erickson and the concept took a year to put together. The campaign has been timed to launch two weeks after Somerfield's Fresh logo made its debut. Brand director Martin Sutherland said: "The campaign portrays Somerfield in a fresher, more contemporary light. We want to communicate to existing customers even more reasons to shop with us and hook new customers through the quality of our food ranges." Television ads will be supported by instore material, including national leaflets, PoS activity and publicity in Somerfield's magazine. The television ads are either 30-second executions covering the quality and range of products at Somerfield or 10-second line and price ads focusing on Megadeals. The longer ads will plug ranges such as Somerfield's So Good, Italian and own-label wine. Sutherland added: "This is the first time in five years that we're talking about product ranges rather than just promotions. "This is a reflection of the progress we've made. We now have ranges we are proud of and feel confident the customer will like them when they eat them." The ads feature various characters, from a skateboarder, a romantic couple and a family on holiday to a group of synchronised swimmers. They all emphasise that quality food at Somerfield can be obtained quickly and easily. Sutherland said they communicated Somerfield's advantages over its competitors: "We've got 600 stores, predominantly in in-town rather than edge-of-town locations. "In contrast to convenience-type stores, our outlets have full, quality food ranges." {{NEWS }}