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The supermarket bank is trying to boost sales of its financial services by drawing a greater distinction between its financial and retail brand.

The latest campaign will break in the Midlands on 24 May and feature a call to action, enabling the company to measure online and telephone response to the campaign. If the ad achieves high levels of response, it will be rolled out nationally.

The ad, created by Sainsbury's ad agency, Abbott Mead Vickers BBDO, shows cars going through a Sainsbury's checkout. If the car insurance executions prove successful, the idea will be used to sell other Sainsbury's financial services.