Sainsbury’s has kicked off a new TV and print campaign for its Brand Match comparison tool, which is now comparing solely with Asda.

Sainsbury's brand match campaign

The TV and print campaign, which debuted last night, shows that Sainsbury’s is comparing all brand prices and promotions with Asda.

Sainsbury's Brand Match campaign

Sainsbury’s chief executive Mike Coupe said yesterday that the change to Brand Match – comparing only with Asda and ditching Tesco – was to clarify the communication. He said: “Customers overwhelmingly perceive Asda to be the cheapest grocer so we are focusing on that and making sure our customers understand that we match them on brands.”

He said: “Customers are finding though that we are cheaper 50% of the time anyway.”