The campaign will consist of a TV, print campaign and in-store promotions, including point-of-sale banners and shelf-edge cards, which will be based around the retailer's Great British Food theme.
The promotion will highlight the variety of people involved with producing British produce for Sainsbury's, including farmers and growers, while a series of ads featuring Jamie Oliver will provide shoppers with fresh ideas of how to prepare the food.
At the end of last month, Sainsbury's chief executive Justin King announced ambitious plans to increase sales by£3.5 billion over the next three years. Underlying profits at the UK's third-biggest supermarket soared 42 per cent to£380 million, with sales up 6.9 per cent to£18.5 billion for the year to March 24.
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