Costcutter is to advertise on digital TV channels for the first time.

The symbol group, which celebrates its 25th anniversary next month, kicks off a TV campaign on Monday across ITV2, ITV3, Sky News, Sky1, Sky2, MTV, Living and the Food Network, as well as ITV1.

The 10-second and 30-second ads, which will run until November, were designed to reinforce Costcutter’s ‘Proud to be Local’ position, said marketing director Ian Bishop. “We committed ourselves to doubling our TV presence in 2011. This represents the biggest spend on TV ads in our history.”