Cash Generator is to launch its first prime-time TV ad campaign this week to raise its profile among recession-hit consumers.

The two-week campaign will be shown on ITV1 and features the voice of former Doctor Who Tom Baker.

Cash Generator managing director Julian Urry said: “We want to raise public awareness of Cash Generator and the fact that we buy goods for instant cash, and that we pay our top price every time.”

The retailer wants to open 20 stores this year, taking its total to more than 100. It also wants to debut in Europe and is in talks with potential partners in two countries.

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