Sainsbury's is today launching a £10m push for its ‘Feed your family for £50’ initiative, which shows how a family of four can be fed for a week on £50.

The campaign is supported by a TV and print ad campaign by Abbott Mead Vickers BBDO, while digital activity has been created by Dare.

A weekly family meal planner will be made available at major Sainsbury's stores while ads will provide details of how, for an average of 60p per serving, four people can eat three meals a day for a week, including a Sunday roast, while getting their ‘five a day’.

Sainsbury's director of brand communications Claire Harrison-Church said of the campaign: “We know the weekly shop is one of the family's biggest regular expenses and we are really pleased that we can help to make it easier, and more cost effective. We've chosen simple, everyday items that make a healthy, tasty and nutritionally balanced seven day menu for four for just £50.”

The supermarket chain is also today rolling out its biggest ever campaign for clothing range TU with the strapline ‘Clothes you can't wait to wear’.