Sainsbury’s is relaunching its basics range with a new campaign.

The campaign, which starts during Coronation Street on ITV1, will begin with a 30-second spot highlighting the value of its basics eggs compared to Tesco’s Everyday Value eggs. It also seeks to show consumers that they are sourced from non-caged hens.

Other highlighted products from basics, launched in 2005, will include the brand’s Fairtrade tea, as well as its sliced wholemeal and white bread.

The company said that 70% of shoppers purchase from the basics range, which contains 500 food lines and 100 general merchandise lines.

Sarah Warby, Sainsbury’s marketing director, said: “We know that at the start of the year, value is more important than ever, budgets are tight and our customers are looking for ways to save money, but nobody wants to compromise on the quality of their food. Our basics range offers great value with none of the compromise.

“Our new campaign aims to reassure customers that when they buy Sainsbury’s basics they don’t need to sacrifice their values, something that many of our major competitors aren’t able to say to shoppers who buy from their value ranges.”

Running now until 18 March, the campaign is integrated across TV, print and digital.