Tesco has launched a major new voucher campaign in the wake of Philip Clarke’s admission that the retail giant got its promotional tactics wrong over Christmas.

The new push, backed by a national print advertising campaign, offers customers a ‘£5 off’ voucher when they spend more than £40 on a shop.

The move, which features the strapline ‘A helping hand from Tesco’, matches a similar campaign run over the festive period by rival Asda.

Last week Clarke said he regretted not bombarding customers with vouchers over Christmas, a failing he said had dented the impact of the Big Price Drop and contributed to Tesco’s worst set of results in 20 years.

The UK’s largest supermarket is currently planning a major fightback after losing out to rivals including Sainsbury’s, which revealed record results at Christmas on the back of its own Brand Match campaign.

Tesco’s voucher offer runs until 22 January.