Fraizer Campbell has warned Darren Bent and Kenwyne Jones he will not be content to live in their shadow.
The 22-year-old, whose summer move to Sunderland from Manchester United could eventually cost the Black Cats £6million, opened his goalscoring account for the club in Tuesday night's 2-0 Carling Cup third-round victory over Birmingham.
It was his third successive start after manager Steve Bruce decided to leave Jones on the bench at Burnley last weekend following his lengthy trip back from international duty with Trinidad and Tobago.
Campbell said: "It's just like any club, you have got to work really hard to get into the team, and then even harder to keep yourself in the team.
"I knew it would be a challenge, but that's what I wanted for myself, a fresh start, a new challenge, and hopefully I can force my way into the team."