The Asda Price Guarantee is designed to give shoppers “the certainty that they are looking for in today’s world”.

The supermarket is guaranteeing that the cost of a shopper’s basket will be lower than that of the same basket at their leading competitors and if it’s not, it will repay the difference.

Customers are encouraged to check their receipt online against other supermarkets at and then will be able to claim the difference, if any.

The guarantee covers 13,000 branded and own label products, as well as items on promotion.

The supporting campaign has been created by Saatchi & Saatchi and the first TV ad focuses on an Asda customer picking up their shopping basket. The film slows down to make the action feel “epic” as the voiceover announces the Price Guarantee and that shopping is changing for good.

Launching at the same time, is a “Rollback” TV ad, that aims to highlight Asda’s commitment to efficiency and to passing on its savings to customers in the “Big Spring Rollback”. The same slow motion filming is used as the Asda employee turns off the depot lights to save money.

The latest Kantar Worldpanel on supermarket share shows Asda’s year-on-year growth of 2.5% is well behind the sector. In the 12 weeks to 18 April, Waitrose saw the biggest percentage growth, recording a.7% year-on-year jump compared to the same period last year.

Mark Sinnock, director of marketing strategy and advertising at Asda says: “This campaign signals a shift both strategically and creatively for us. The Asda Price Guarantee, a world first, serves to highlight the total commitment we make to our customers, and it really does deliver the reassurance, trust and transparency around price that customers are looking for in today’s uncertain world.

“Creatively, we believe that the simplicity of focus and new tone, gives the brand a genuine and refreshing new aspect for customers to engage with.”

This latest work is the first in a series of initiatives that will be delivered over the Spring and Summer.