Asda is rolling back on prices across more than 4,000 popular products, marking the return of its infamous Rollback campaign.

Launched both in-store and online, the campaign is set to offer customers an average discount of 25% on products across various categories, including those in its Express convenience stores.

Showcased across TV, its new Rollback advert features fitness influencer Joe Wicks running on a treadmill in a boardroom as the grocer’s colleagues pitch bringing back the campaign.

Asda executive chairman Allan Leighton said: “Asda was built upon helping hard-working families save money and we’re refocussing on that mission by bringing back Rollback and Asda Price.

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“We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special – delivering unbeatable value to the customers and communities who count on us.”

The supermarket chain said that it will add thousands of more products to Rollback at regular intervals during the year, as it attempts to move its entire range to a new low “Asda Price.”

It follows Asda axing its Aldi Lidl price match campaign earlier this week, as Leighton kickstarts the retailer’s cost-cutting turnaround plan, with decisions including redundancies, as he warned of a long road ahead for the struggling supermarket.