Costcutter's latest TV advertising helped boost sales by 14% during February, according to the company.

It also said all marketing, including leaflet drops and national press ads, had contributed to a 9.5% sales uplift for the year to date.

Certain brands did particularly well out of the burst of TV ads, with Müller increasing its sales 19% over normal promotional increases, while Coke sales were up 40%. "The February campaign achieved the best support from our suppliers so far for TV activity," said Costcutter executive chairman Colin Graves.

The group is now booking more TV activity for later in the year in addition to a campaign on ITV in September.