Sainsbury's launches quality ad campaign

Sainsbury's has kicked off a new ad campaign based around the freshness of its produce. The campaign is a departure from the retailer's previous advertising, which heavily emphasised low prices.

The adverts got their first airing yesterday night during Desperate Housewives at 10.50pm, Celebrity Love Island at 10.01pm, CSI at 9.10pm and a showing of Star Wars at 8.39pm on Sky.

The adverts feature Sainsbury's offering of Jersey Royal potatoes and asparagus. The retailer claims it has the biggest market share of both of these groceries.