Morrisons is pumping £1m into its first ever healthy-eating campaign.

National and regional press ads for the Eating Smarter campaign, which went live this week, were developed by Delaney Lund Knox Warren - the agency hired last summer by Morrisons to help it strengthen its brand.

The drive also includes new 5-a-day labelling, GDA labels on all new lines and packaging redesigns, a new in-store consumer magazine and a website.

Healthier-eating brand Eat Smart has been relaunched and extended.

More than 30 products will be added to the range by April, which means the brand will have doubled to 200 products over a six-month period. Sixty new products have been added in recent months.

Morrisons is also using price-cutting to stimulate sales of healthy lines. Its latest Best Buys leaflet is filled with "healthier products at feelgood prices".

Morrisons said the campaign would run throughout this year and beyond, depending on response.

"Morrisons' healthier-eating campaign has been developed to inform and inspire our customers to help them shop for a balanced diet," said marketing director Michael Bates.

The first 92-page edition of the Let's Eat Smart magazine hit stores this week and includes features on Morrisons' adoption of GDA and 5-a-day labelling, its organic range and recipes for kids.

The price cuts on healthy lines are among 1,000 special offers in store across all categories, including buy-one-get-one-free deals on Actimel and clementine juice.

Last week we revealed how, while Tesco, Asda and Sainsbury's were shouting about their own cuts, Morrisons was quietly getting on with the job.

According to The Grocer Price Index, the price of Morrison's secret 100-item basket fell by £7.32 during the five weeks to 9 January - more than Tesco's, Asda's and Sainsbury's.