Morrisons has launched a £1m national advertising campaign across Scotland.
Since its first store opened in Kilmarnock one year ago, Morrisons has built five new stores, converted 18 Safeway stores and will have converted a further 19 by June.
By the end of the year it will have 47 stores in Scotland.
But marketing director Michael Bates admitted that the Scottish market had been hard to crack because of a lack of brand awareness.
He said that the new ad campaign, which will run for 11 weeks across TV, radio and press, should address the issue. “We have no heritage in Scotland and our More Reasons campaign - which has been in our heartland for more than 20 years - has to be established so that customers north of the border can make sense of what we are all about.”