Woolworths is set to kick off a new £5m Easter advertising campaign next week in a bid to boost its flagging sales figures.

The retailer, which this week announced a fall of 3.9% in like-for-like sales since January 28 last year, has commissioned three new TV commercials using its fictional news reporters, Wooly and Worth, to bring the latest news on offers and promotions.

The ads are set to air at prime viewing times, with the first 30-second execution fixed to break on Wednesday (April 5).

Introducing a new strapline, 'More Great News from Woolworths', the television campaign is set to be backed by heavyweight on-line, in-store and press advertising. Woolworths' marketing director Stephen Robertson said: "Easter is the second biggest retail event in the calendar after Christmas and vitally important to us.

"To ensure we get the clearest messages to our customers, we've revamped our advertising and in-store communications and created a format that provides us with an excellent mix of brand and product messages."