Majestic Wine will run its first national TV adverts later this year.
Each of the two 30-second “come and explore” adverts features a nervous shopper being won over by a helpful member of staff - a male customer during a tasting and a female as she’s looking for white wine.
The ads, which ran for three weeks in the run up to Christmas in London, will hit screens nationally early this summer for four weeks.
The London trial produced “modest results”, said CEO Steve Lewis, but he was hopeful the national campaign would be more successful. Majestic would be spending “substantially more” on it than the £600,000 the London push cost, he added.