Scottish optical group Black & Lizars has launched a new advertising campaign entitled ‘surprisingly affordable’.

The campaign was rolled out across shop fronts, outdoor, print, digital, and in-practice platforms this week. It has also launched a new website to promote its optometry and audiology services.

New marketing manager, Sarah McNaught, who joined Black & Lizars earlier this year has co-ordinated the summer promotional push.

She said: ‘The new visual identity captures what Black & Lizars stands for and is already well-known for; unrivalled customer service and a wide range of designer products, while highlighting its surprisingly affordable prices.

‘Our campaign communicates these fundamental principles of our brand, while also targeting an increasing footfall, sales and attracting new patients.

‘The sector is incredibly competitive but our standards of service and use of the latest technology sets us apart from our competitors, but we needed to communicate that effectively to our patients.

‘Previously, Black & Lizars hadn’t invested significantly in marketing or advertising for a number of years, but Michelle [le Prevost, managing director] and I agreed that it was time to refresh our creative to compete more effectively in the industry.’