Somerfield’s latest novel advertising medium is ‘ad prams’ for babies.

In a pilot scheme in Bristol, selected parents are being paid in shopping vouchers and free samples for putting tailor made billboard wraps on their prams.

Store managers of Bristol stores were asked to approach shoppers with babies to see if they wanted to take part in the scheme, promoting babycare products.

They got a “brilliant response” said a spokesman. “Our marketing team is looking at new eyecatching ways to carry the message, appealing to our target market.”

Separate trials of ads on the hubcaps of 90 Somerfield home delivery vans were proving “very successful”, he added.