Tesco is set to put its online food business at the heart of its £110m a year advertising strategy, as it launches the latest phase of its dark store expansion plans this week.

The retailer has opened a new dotcom store in Crawley, West Sussex, creating 700 jobs.

On Wednesday its first television advertising campaign for 2013 will feature the dotcom grocery online service, as a mother daydreams about who is picking her order.

‘Dotcom stores are an increasingly important part of our service for customers,” said  Barney Burgess, chief operating officer for grocery home shopping.

“More and more customers are using their computers and smart phones to shop. This state of the art facility will increase our capacity in the area, enabling us to offer an excellent and convenient service to our customers.”

The retailer saw online food sales growth of 18% over Christmas and saw 5% of all orders collected through Click & Collect.