Asda has produced a 30-minute documentary about its environmental credentials, which will be screened on Information TV, available through Sky Digital.
The programme - People, Prices, Planet - promises an insight into the chain's operations, focusing on its distribution network, its efforts to reduce waste and conduct its business in a more sustainable way.
Kicking off this week, it is being broadcast every evening for three weeks and will also be available on the internet.
"I'm sure some will accuse us of propaganda or greenwash, but we believe it's important to tell people what we're doing to reduce waste, cut packaging and source our products in a more sustainable way," said Paul Kelly, corporate affairs director at Asda. "In the past couple of years the media have become a little weary of all the green supermarket stories relentlessly sent out, so we've had to find an unconventional route to get our message out.
"I believe our documentary gives an honest insight into how we're making our business more sustainable, while ensuring we keep our costs down and prices low for our customers.
"People who watch it will hopefully learn a little more about how we do business, and if they do, the programme will have done its job."
People, Prices, Planet is split into six vignettes that highlight varying aspects of Asda's operations. These include sourcing sustainable orange juice, Asda's local food hubs, what it's doing to reduce packaging and cut waste, its low-carbon egg production, and its organically produced children's food.