Bradford-based grocer Morrisons says its new advertising campaign has been well received by customers after it reported improved sales levels for the last few months.

Morrisons unveiled a new advertising campaign earlier this year, doing away with the decades-old "More Reasons to Shop at Morrisons" jingle in favour of celebrities like Alan Hansen and Denise van Outen.

Bosses at the supermarket chain said the changes had been well received by customers and that it expected its image revamp, including a new company logo and motto, would be completed by summer 2008.

The new marketing and rebranding exercise has come at a cost of £450 million and has included the disposal of the firm's distinctive yellow and black logo in favour of the new softer green and yellow motif.

The news came as Morrisons announced to shareholders that it had grown like-for-like sales, including fuel, by four per cent during the 14 weeks to November 4.

Despite pressures on commodity prices, the chain made 7,500 price reductions during the period.

However, Morrisons added that it remained cautious regarding customer spending levels going into the Christmas period and said it expected the market to remain competitive.

Chief executive Marc Bolland said: "Although we are still at an early stage in our three-year optimisation plan, I am delighted with the progress that has been made.

"We are on track to deliver our vision of being the food specialist for everyone."

Non-trading operations played a role in the improving financial sector.

During the period Morrisons recovered overpayments of indirect taxes, was released from onerous lease provision on property and made gains on property disposals.

The supermarket will also be introducing quarterly sales updates to shareholders as well as a Christmas trading update which is expected in mid-January.

The results provide further indication that Morrisons has put its troubled acquisition and conversion of Safeway stores behind it and is now firmly on the road back to profitability, according to Mr Bolland.

In its last set of interim results it reported a soar in turnover to £6 billion, which resulted in an operating profit of £247m.

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