Tesco is hitting back at its rivals – armed with a fish finger sandwich and a fistful of British potatoes.

The products from its revamped Everyday Value line feature tonight in the debut of its new TV marketing campaign, which comes after the pioneering Value range was overhauled after nearly 20 years.

The 40-second ad makes its debut during tonight’s British Soap Awards on ITV1, with second creative airing on Channel 4 later in the evening.

“The first ad sings the praise of the dependable Everyday Value frozen fish finger, a loyal frozen friend and reassuring sight when the cupboards are bare,” Tesco said.

 “The second creative tells the story of the humble misshapen potato and how it becomes an everyday hero when transformed into various delicious and heart-warming dishes.”

The campaign also highlights the quality improvements to the new range, including 100% fish fillet in the fish fingers.

New marketing director David Wood said: “We want our customers to feel they are buying these products through choice, not necessity, and that the choice they make is helping them to save a little bit of money here and there, adding up to a real difference.