Victoria-based independent supermarket chain FoodWorks has announced the appointment of Peter Noble as CEO and the start of a A$600,000 (US$312,000) marketing campaign.

The two moves, said the company, are a bid to build the brand in preparation for embarking on its expansion plans.

From its 100 outlets, in mainly rural and regional areas of Victoria and Southern NSW, FoodWorks reports annual sales of more than A$400m, and is aiming to expand along the eastern seaboard.

Noble, a former Shell executive, explained to the Australian Financial Review that the chain "needed to invest in this business to reposition it". Particularly, it is currently looking at a new warehouse agreement as its five-year contract with Woolworths subsidiary Australian Independent Wholesalers had expired.

"My challenge is organic growth, getting the marketing and sales right, getting our people aligned in the right direction and also the acquisition of new stores," he added: "We're getting our house in order and making it fit and ready for significant growth."

Newly formed Melbourne agency Twenty20 is meanwhile developing a marketing campaign for the company using the theme "Little things, big difference". The agency's Rod Curtis explained the need to change FoodWorks from "a retail banner into a brand".