Asda has signed England striker Michael Owen to star in ads running during Euro 2004.
A pocket-tapping Owen will feature in TV and press adverts and in-store media. The strapline is 'Come on Lads', but Asda was tight-lipped about other details, including cost.
Asda said Owen was chosen for his 'down to earth' image and claims that his parents shop at Asda in Queensferry, near Chester. The campaign begins on May 29.
Sainsbury's, the Official England Supermarket, insisted it will 'create a real noise' around Euro 2004.
It is selling a medal collection backed by Des Lynam, and will run a dedicated TV ad. A spokeswoman refused to say who would be its star.