Budgens is relaunching with a £4m television, press and in-store advertising campaign due to start this quarter. The 234-store grocery chain will be repositioned as "fresh, friendly and value for money" as it goes head to head with the major multiples for market share. Marketing agency WFCA has been commissioned to run the relaunch activity, details of which are still being kept secret. A spokeswoman said the agency is also designing new Budgens promotional flyers in the style of Safeway's WOW campaign. She added: "We want to communicate a breadth of new brand values to re-educate consumers about Budgens, and we will be continuing to develop the marketing campaign over the whole of the year." {{NEWS }}