Costcutter has ditched Darren Gough and enlisted the help of a cartoon family in its latest TV ad campaign.

The ‘Local Pride’ family - a mother, father, son and daughter - will highlight the retailer’s campaign to raise funds for good causes through its Making A Difference Locally charity in a series of ads launching this month.

The ads, which will feature a mix of animated and ‘live’ sequences, represent a radical departure from Costcutter’s previous campaigns, which have featured former cricketer turned Strictly Come Dancing winner Darren Gough.

“The mix of live footage and animation is a first for Costcutter but they combine extremely effectively to create a value message, with added personality,” said Costcutter retail marketing manager Jennifer Holmes.

The 10 and 30-second ads were filmed at a Costcutter in Guiseley, West Yorkshire - the first store to receive the retailer’s new look, unveiled in The Grocer last month.

The Grocer revealed in September last year that Costcutter had trademarked ‘Local Pride Supporting Your Community’, with a cartoon family logo.