Value fashion and homewares retailer Matalan has launched its first TV advertising campaign for four years.

The four-week campaign aired at the weekend during The X Factor, and is designed to “showcase the breadth of the Matalan offer from homeware to kids”.

Matalan senior brand manager Carly Hughes said it has returned to TV to “appeal to new and existing customers” after focusing on improving the design and quality of product as well as the in-store shopping experience in the last three years. This year’s ad features a “magical gift box from which Matalan products are taken and handed to the community”. Matalan’s last ran a TV campaign in autumn 2006.