BENTONVILLE, Arkansas: The world's biggest retailer, Wal-Mart Stores, has ditched its 19-year-old advertising tagline "Always Low Prices" in favor of "Save Money. Live Better."

A new marketing campaign unveiled this week aims to persuade US consumers that the company now saves families $2,500 (€1,797; £1,235) each year, according to research commissioned from economic consultancy Global Insight.

Purrs Wal-Mart cmo Stephen Quinn: "From the family vacation, to a daughter's wedding, the savings American families realize at Wal-Mart bring the good things in life a good deal closer.

"The new advertising tells the same story we've told since day one, how we're working hard to save people money so they can live better."

The television campaign, created by the Martin Agency, includes a family on vacation in Florida estimating how much they have saved by shopping at Wal-Mart.

The company's sales have been less than sparkling in recent years and its ill-fated venture into more upscale products served to alienate its core customers.

US same store sales in 2006 grew at just 1.9%, the slowest rate for Wal-Mart in ten years. The firm is hoping the new marketing campaign will give added momentum to an upswing last month when same store sales notched their best gain since March.

Data sourced from Financial Times online; additional content by WARC staff