Woolworths will launch an additional 300 products to its Worthit! range with a new TV advertising drive.
The ads will star Rolf Harris, Kelly Osbourne and Darth Vader, along with the brand characters Wooly and Worth.
Woolworths brand communications manager Lee Bannister said: “We are very excited by the potential of Worthit! because it has already been a success without the main promotional push that these ads spearhead.”
Sales of DVDs, games and indoor products helped to push Woolworth’s like-for-like sales up 3.7 per cent for the eight weeks to July 28.