Marsh Supermarkets will launch a new advertising campaign on Thursday aiming to brand itself as a "low-price destination’’ for shoppers.

The new campaign, to be formally announced Thursday, will include television and newspaper advertising, billboards and in-store signage.In an interview today, CEO Frank Lazaran said Marsh wouldn’t be trying to establish itself as a discount chain.“We could never compete with Wal-Mart,‘’ he said.However, Marsh will increase the number of items that it puts on sale — to about 25 percent of the typical store’s stock as opposed to about 15 percent a year ago.”We clearly understand, in this economy, you have to be priced right,’’ Lazaran said.