Netto's distribution trucks are to display adverts for major brands in an attempt to link the discounter with some of the world's best-known products.

The retailer is signing up advertisers, whose messages will cover the space previously bearing the Netto logo. "By using the fleet in this way we can provide the consumer with an effective link between the Netto brand and the major branded names in-store," said Mike Hinchcliffe, marketing manager.

"Our vehicles operate during the day on motorways and in towns and cities so we can offer our suppliers and brand owners a wide geographic reach.  

"The advertising panels can also be quickly turned around in support of short-term in-store promotions. It's a definite win-win situation for us and the brands," he added.

Netto recently launched a premium range of branded foods and said its strategy was to attract more affluent consumers through its doors.