Specs retailer Vision Express is backing the launch of a loyalty card scheme, Grand Advantage, in the UK, with a£1 million advertising push.
The scheme will offer cardholders a 10 per cent discount and the option to have their glasses repaired or replaced in sister outlets in Europe.
Vision Express parent Grand Vision has stores in countries including France, Spain and Italy.
The television campaign broke on Monday and will run until early June.
Vision Express chief executive Bernhard Nuesser said: 'The Grand Advantage card will allow us to build loyal customer relationships and supports our position as experts in eyecare.'