Sainsbury’s  have entered the New Year “value fight” with the next chapter of the “Hey Sainsbury’s” campaign.

The 30” ad tackles value perceptions in a very head on way and cuts straight to the point with the bold opening line “Sainsbury’s?! Are we made of money!”.

Set in a Sainsbury’s store, starring real-life Sainsbury’s colleagues and featuring Kevin McCloud, the ad sees colleagues reassure us that there is a good food solution for everyone, whatever their question, budget, or food preference. The ad also features the track “Start” by The Jam.

The ad will be supported by through-the-line executions across TV, online, in-store and outdoor.

Find out more on New Commercial Arts.