The star of Somerfield's TV ad campaign is to live on in a new series of commercials due to be aired within a matter of weeks. And the company's Kwik Save subsidiary is targeting Iceland with an aggressive press ad campaign. Annie has been at the heart of Somerfield's advertising activity since making her debut in September 1997. The idea behind the original campaign was to show how Somerfield could make life easier for Annie and her family of "real people". Chief executive Alan Smith said: "Yes, Annie lives. She is a character we have invested in and we want to take advantage of that. It's a good campaign and we will be doing more of the same." But Annie's husband ­ Jerry ­ will not be appearing after landing a role on Coronation Street. Smith also revealed that the tagline of the campaign ­ shopping in the real world ­ may be heading for the chop. "You should not expect that to live for very long," he said. Kwik Save's new leaflet and press ad campaign compares its prices for a range of branded items with those offered in Iceland stores. The first round of price comparisons show Kwik Save to be almost £4.50 cheaper than Iceland for a basket of 18 goods. "We're fed up with people believing Iceland is cheapest on the high street," said Kwik Save. {{NEWS }}

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