UK supermarket group Sainsbury has issued thousands of money-off vouchers in the hope that shoppers will redeem them at stores operated by market leader Tesco.

Tesco recently upset Sainsbury when it told shoppers it would redeem money-off coupons sent by Sainsbury to households in areas where competition between the two stores is fierce. Sainsbury CEO Sir Peter Davis confirmed his group had ordered “a lot” of additional coupons to be distributed to shoppers in areas with a high concentration of Tesco stores, reported the Sunday Times.

Davis is now playing Tesco at its own game, hoping that the market leader’s apparently generous offer to redeem Sainsbury’s vouchers will prove more expensive than Tesco anticipated. The offer applies to home delivery shopping only, and up to £15 (US$23.42) worth of coupons can be redeemed per delivery.