Sainsbury's is planning to launch a social and environmental campaign in a bid to claw back some of the ground rival retailers Tesco and Marks & Spencer have already claimed with their own high-profile eco-initiatives.

The campaign, called Different Values, will use press advertising and a TV campaign featuring chef Jamie Oliver to highlight Sainsbury's green agenda, said the supermarket chain's marketing director Gwyn Burr.

“Maybe we have been too humble, but that will not continue. We have to communicate loud and clear about what we are doing,” Burr said.