Publix has launched a major promotional give-away in a bid to convince shoppers that its own label foods are as good as those produced by household brands.

Starting today (14 August) and running until 20 August, when shoppers buy a selected brand product they will be given Publix' own brand alternative for free.

"In one corner, you have the national brand. In the other, the Publix brand. So which comes out on top? That's for you to decide," Publix promotional material announcing the scheme reads.

"We believe that consumers will see that the less expensive Publix foods are at least as tasty as their braded equivalent," a spokesperson for the retailer told just-food.

Included in the promotion are: Hormel Beef Roast, Progresso Italian Style bread Crumbs, Campbell's Organic Tomato Juice and Hunts Tomato Sauce.