Launched on Monday night in a TV advert featuring Jamie Oliver, the new identity was rolled out to stores overnight to be in place by Tuesday morning.

"The new advertising campaign is just the tip of the iceberg," said Sainsbury's chief executive Justin King (pictured).

The new strap line will be displayed on everything from advertising through to till receipts, in-store displays and delivery lorries.

Communisis Print Management Services (PMS) handles point-of-sale work for more than 450 stores and direct mail for the chain. It signed a multi-million pound two-year extension to its print management contract with Sainsbury's in April this year.

A Communisis spokeswoman declined to comment on the latest campaign.

* Printers may also gain from plans by Vodafone to change its strapline. According to Marketing, Vodafone is set to launch a global brand campaign. The magazine claimed that the firm is spending more than 100m globally replacing its "How are you?" strapline with "Now".

A spokeswoman for Vodafone declined to comment on the campaign, or to say whether any decision had been made on the telecom giant's print procurement policy.

Story by Andy Scott