Tesco will today launch its biggest price-led advertising campaign.

The £4m campaign, which will break on television tonight through a series of adverts voiced by actor Bob Hoskins, will highlight Tesco's online price check which compares the price of its products against other supermarkets.

Richard Brasher, commercial director for Tesco, told the Guardian that the new focus on price had been prompted by “what we are hearing from consumers”. He added: “Coming down the road is a tougher time and that is why we are doing this now.”

Tesco is the UK's second-cheapest supermarket, behind Asda which last month was named by The Grocer as the cheapest supermarket for the tenth year running.