Costcutter’s Independent own-label brand hit TV for the first time this week showcasing the retailer’s summer food and drinks offer.

A range of barbecue meats, one of the latest additions to the fledging own-label brand, will feature in a 10-second ad to be aired in primetime slots on ITV and Five. Cooked steaks, kebabs and flavoured ribs are pictured in a summer garden scene - the first time Costcutter has strayed from standard pack shots in an advert. A 30-second ad sticks to the pack shot format.

“The Independent brand has grown 20% in the year to date, with excellent feedback from both retailers and consumers,” said marketing director Jenny Wilson.