Value fashion and homewares retailer Matalan is launching its first TV advertising campaign for four years this weekend.

The four-week campaign will air from tomorrow, when it is scheduled during The X-Factor, and is designed to “showcase the breadth of the Matalan offer from homeware to kids”.

Matalan last ran a TV campaign in autumn 2006 and its last Christmas campaign was in 2005.

Matalan senior brand manager Carly Hughes said: “The reason we are going back onto TV is that over the last three years we have been focusing on improving the shopping experience for our customers from the design of product, the quality of product to the in-store shopping experience. Now all of this is in place it’s a great time to go out to appeal to new and existing customers.”

This year’s ad features a “magical gift box from which Matalan products are taken and handed to the community”. It was developed with agency BBH.