Tesco is hammering home its depth of range in its first two Christmas adverts as it highlights its Finest and Free From lines.

The supermarket giant hopes its broad SKU count can give it the edge during the golden quarter as it bids to win back shoppers from limited-line discounters Aldi and Lidl.

Its first two Christmas ads, which premiered on TV last night, feature Gavin and Stacey actress Ruth Jones, The Armstrong & Miller Show star Ben Miller and Will Close. The fictional family were also used to launch Tesco’s Brand Guarantee scheme.

Tesco will launch more adverts in the coming weeks featuring its new party food range and the role its staff Play in improving the shopping experience.

The grocer is bidding to hammer home the improvements boss Dave Lewis has made to customer service levels as it reaffirms its commitment to its famous “every little helps” slogan.

Tesco’s grocery rivals Asda, Morrisons, Waitrose, Aldi and Lidl have already launched their Christmas campaigns