Sainsbury’s is urging staff to push Brand Match harder in a bid to increase awareness of the coupon at till scheme.

Although Brand Match was one of the reasons cited by Sainsbury’s last month for its record-breaking Christmas trading, the retailer told workers in its staff magazine The Journal that it still needed to spread the message “as 30% of customers still don’t know about Brand Match”.

It had dished out 20.7 million coupons in December alone, with over 50% showing Sainsbury’s had been cheaper than Asda and Tesco on branded products, it added.

“Our research shows that when customers fully understand the offer, they want to shop with us more. It’s even encouraging new customers through our doors,” it told staff. “So if you’re serving a customer, make sure you point out the coupon as you hand it over. Let them know how much money they’ve either saved or can get off their next shop with us.”

Sainsbury’s launched Brand Match in October last year and extended it into 2012 because it had been a “big hit”.