The Wieden + Kennedy created adverts (see below) promote the supermarket’s at-checkout price matching scheme that compares prices and gives customers a voucher if shopping would have been cheaper at a rival.

Vouchers are capped at £10 but can be redeemed in any Tesco store or online up to 28 days after it is issued.

The scheme is part of its Price Promise scheme and has been piloted in Northern Ireland since November. It is similar to Sainsbury’s brand match scheme but also includes own brand products where there is an equivalent sold at rivals and discounted and promotional prices such as buy one get one free deals.

Chris Bush, UK managing director at Tesco, says: “We’re the first major retailer in the UK to compare our prices against the branded and own label prices of our competitors and give customers an automatic coupon for the difference.We know that most of our customers already save money by shopping at Tesco. On those few occasions where they could have got a better deal elsewhere, we’ll make sure we give them back the difference.”