Asda has launched a scathing attack on Tesco’s new voucher campaign, accusing its rival of using copycat tactics that lack substance.

The new Tesco push, backed by a national print advertising campaign that launched today, offers customers a ‘£5 off’ voucher when they spend more than £40 on a shop.

“While imitation is the sincerest form of flattery, Tesco’s attempt at imitation misses the point,” a spokesperson for Asda said.

“Our ‘£5 off £40’ at Christmas encouraged shoppers to go to our Price Guarantee website, where over four million in December alone saw how much more expensive Tesco were, day-in, day-out.

“They came, they checked, they found out the truth, and they stayed. Vouchers that promise lower prices instead of delivering them are nothing more than a short-term gimmick.”