The new £4m campaign, created by The Red Brick Road, breaks on TV tonight. It will emphasis how much cheaper Tesco is than its rivals and features a voiceover from 'The Long Good Friday' actor Bob Hoskins.
It will promote Tesco's online price check, which has allowed shoppers to compare the prices of 10,000 products from rivals supermarkets since 2000.
The TV ads will boast how many products of the 10,000 surveyed are cheaper at Tesco than the big four supermarkets: Asda, Sainsbury's and Morrisons.
The move away from advertising focused on green claims and quality towards price is a response to a dip in consumer spending linked to a recent rise in interest rates.
Last month, Tesco announced a slowdown in sales growth, with like-for-like UK sales up 4.7% in the 13 weeks to the end of May, compared with 5.8% in the previous quarter.
At the same time, Tesco has experienced a rise in sales of its lower-priced Tesco Value products. Richard Brasher, Tesco commercial director, said: "Lines that have been quiet are now starting to step up.
"The market is quite challenging. I'm not all doom and despondency, but it is a competitive market where consumers are more focused on value-for-money than they were a year ago."