The Chosen By You range was overhauled in September 2010, with every product having been tried, tasted and approved by its customers, before appearing on the supermarket's shelves.
The first three ads broke on Friday (6 May), with three more airing from Monday 23 May. They will be supported by print and digital executions.
Tim Hearn was the copywriter on the ad while Phil Clarke was the art director. The ad was produced by RSA and directed by Greg Fay. Carat handled the media planning and buying.
Kate Stanners, executive creative partner Saatchi & Saatchi, said: "The Chosen By You campaign is all about customers being the experts on the things they eat everyday. They know better than anyone what makes a perfect cereal, great tea, and fantastic ketchup."