Somerfield has launched a new advertising campaign following a complete overhaul of its marketing strategy.

As a result of the review, which was announced earlier this year in the wake of its takeover by Violet Acquisitions, the supermarket group's advertising has taken on a customer-focused approach with the strapline 'Giving you what you want'.

The first advert features an offer for Stella Artois and Budweiser, with the strapline 'You said you wanted cheap beer. What a result!'

Somerfield said the strategy would lend itself to a wide variety of executions such as 'You said you wanted half price frozen foods' or 'You said you wanted buy-one-get-one-free'.

Media controller Vicky Fraser added: "We are listening to what our customers want and delivering a clearer, more consistent message."

Meanwhile, Somerfield has revealed that it is ending its Saver Card loyalty scheme next Wednesday (May 17).