UK supermarket Sainsbury’s will today [Tuesday] launch a multi-million pound giveaway competition, which it hopes will bring more shoppers through its doors.

For every £25 (US$36.5) they spend, shoppers will be given game card that will have a one in ten chance of winning a prize. Top prizes include 25 Peugeot 307s, while 50 customers will win a year’s free shopping. Everyday prizes include selections of food and drink. The total value of the prizes is £3m.

Sainsbury’s came under pressure to do something to entice customers back after it lost to Tesco the right to offer customers Air Miles earlier this spring. Tesco is launching a further offensive this week, with a new competition that will offer customers additional Air Miles.

Wal-Mart subsidiary Asda meanwhile declines to be drawn in to the promotional tit-for-tat, stressing last night that: “Customers want low prices not prizes.”