Sainsbury’s is ramping up support for its Brand Match initiative with a £2m TV campaign which depicts a family snubbing Asda and Tesco.

The ad, which launches tomorrow, aims to reinforce the grocer’s message that Sainsbury’s customers do not pay more for branded good that they would at rival supermarkets.

Created by advertising agency AMV, the ad features a mother and daughter returning home from their weekly Sainsbury’s shop and driving past Tesco and Asda, safe in the knowledge their branded shopping has been measured against the equivalent price in those supermarkets.

The final image is a Brand Match coupon for 62p, which the family can use against their next shop.

The campaign will launch during Coronation Street and will run across a number of channels.

Sainsbury’s marketing director Sarah Warby said: “This is the next step in making sure that Brand Match is the most widely recognised and trusted price matching scheme by UK customers.”

The campaign comes just days after the end of the Paralympic Games in which Sainsbury’s invested an estimated £20m as a headline sponsor.

Sainsbury’s chief executive Justin King said: “It’s truly been a summer like no other with the Jubilee, Olympics and Paralympics lifting the mood of the nation and reminding us all how truly great a country this is. For Sainsbury’s our sponsorship of the Paralympics has particularly resonated with customers, and colleagues alike. We’re incredibly proud to be associated with it.”

Sainsbury's Brand Match