Morrisons, the UK's fourth-largest retailer, has seen its sales continue to grow in the first weeks of 2008, building on its strong showing over Christmas, according to data published today (5 February).

The company has seen sales jump 11% during the 12 weeks to 27 January, according to figures from analysts TNS. The rise in sales saw Morrisons' share of the UK grocery market rise from 11% to 11.5%.

The UK grocery market as a whole rose 6% on the year with Tesco, Asda and Sainsbury's matching that growth, according to TNS director of research Ed Garner.

Garner said that Morrisons' advertising push was continuing to pay off. "The relaunch advertising, featuring Lulu and Alan Hansen amongst others, together with strong promotions, has certainly borne fruit."