Costcutter retailers in York and the West Midlands will benefit from a marketing trial that will send out 38,000 promotional text messages to shoppers.

The pilot project will target O2 customers within half a mile of a Costcutter store in the two regions with text messages promoting the group’s Love Local Deals campaign. Messages will include a meal deal offer, such as Dolmio sauce, Independent brand mince, Independent spaghetti and a choice of Independent garlic bread or salad, for under £5.

In-store offers will also include Love £1 Deals, Love Half Price or Better and “Killer Deals” on everyday essentials.

The trial will run alongside the Love Local Deals campaign, which is available until March 9. If successful, Costcutter Supermarkets Group will look to roll the programme out to other stores over the coming year.

Jas Singh, who runs a Costcutter store in Nuneaton, said he believes the marketing campaign will help drive footfall. “We’re really excited to be part of this trial as we’re confident it will help us engage with new customers and promote the great range of foods we stock,” he added.

Sean Russell, head of digital at Costcutter Supermarkets Group, said: “This proximity marketing trial fits with our ‘local first’ approach, targeting both potential customers in the near vicinity, but also highlighting the range and fantastic value to existing customers through social media.

“Proximity marketing is another way of reaching consumers who are not consuming media in the traditional way which is why digital is a key element of this campaign, and fits with our wider digital strategy which includes our ActivHUB portal, ActivMOBILE app and social media training for store owners.”

Love Local Deals is being supported by over £500,000 investment in marketing and media including consumer leaflets, in-store marketing, POS, press and digital advertising and social media activity.