The appeal will be submitted to the independent reviewer of ASA adjudications, Sir Hayden Phillips, for a review of the case.
Sainsbury’s believes that Tesco’s Price Promise advertising deprives customers of the chance to make their buying choices based on ethics and provenance, as well as price, which caused it to complain to the ASA earlier this year.
The ad watchdog ruled that Tesco made valid comparisons between fresh food and own-label products. Sainsbury’s then launched its own riposte in the form of a national press campaign featuring the strapline: "Same price, different values".
Mike Coupe, Sainsbury’s commercial director, said: "The support from customers, as well as respected bodies such as the NFU and the Woodland Trust, has been overwhelming. They agree with us that where our food comes from and how it is produced really do matter, and that Tesco should not be allowed to argue that they don’t.
"So we’ll be stating our customers’ case to the independent reviewer in the clearest possible terms."
If Sir Phillips accepts the request, he will invite Tesco to submit its comments on the case before submitting his recommendation to the ASA Council, which could see the original ruling being reconsidered.
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