The ads feature a 10p shower gel, hair conditioner which costs just 25p, a 33p baby shampoo, a 30p jar of lemon curd and a 16p box of sage and onion stuffing.
The ad could also spark a return of the bread price wars at supermarkets - as it also features a 50p Basics wholemeal loaf.
The campaign follows a sustained newspaper campaign designed to challenge the perception that Sainsbury's is not cheaper than arch-rival Tesco by proving it can price match key brands.
The ads follow a campaign by Waitrose designed to promote its ‘Essentials' range - its cheaper own-brand option designed to encourage consumers to buy all their key produce at Waitrose.
There are currently more than 600 products in the Sainsbury's Basics range.
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