Somerfield has frozen all its TV advertising as it reviews its marketing strategy ahead of the launch of a completely fresh campaign in May.
The review is part of an overhaul of the entire business in the wake of its takeover by Violet Acquisitions in December.
It follows extensive restructuring of its senior management team ('Meet the dream team', The Grocer, January 28, p31), which included the appointment of Colin Smith as trading and marketing director.
A Somerfield spokeswoman said the new campaign would "reflect the business strategy to build the Somerfield brand as the UK's leading convenience and local food retailer".
Despite the changes, the supermarket chain said it would continue to work with M&C Saatchi and Universal McCann on national TV campaigns.
However, it confirmed that it had appointed WWAV Rapp Collins, which was involved in its Big Swipe Saver Card campaign, to work on its local marketing planning and buying activity. Somerfield has worked with the advertising agency for eight months.