Littlewoods Direct is launching a £4 million multichannel ad campaign to drive its online sales growth.

The campaign, which will consist of TV, print, online and sponsorship advertising, will run for eight weeks. As part of the drive, Littlewoods will sponsor Trinny and Susannah’s new Undress the Nation programme.

The initiative is part of a£16 million investment in advertising by parent Shop Direct Group. The group is hoping that this will help it towards its goal of achieving 70 per cent of sales online by 2011.

Shop Direct Group trading director David Inglis said: “This integrated campaign signals our intention to maintain our position as the UK’s leading online and home shopping retailer.

“We have made a huge investment in developing our brand offer, launching a number of brands as well as making significant strides in improving product quality across the range.”