Watch: Co-op Christmas ad puts the community first

The grocer’s TV campaign, which airs for the first time tonight, ditches actors to focus on the lives of real people.

It features the Southport lifeboat crew, advertising how buying food at the Co-op can do good for communities by helping to fund charitable causes.

The Co-op’s new membership proposition, which was launched in September, donates 1% of the cash members spend on own-label products to local community groups and charities.

Giving back to the community

The mutual has raised almost £1.5m for community groups across the UK, including Leeds Urban Farm and Glusburn Amateur Drama Group, who also star in the ad.

Emma Edmonson, the only actor in the advert, provides the voiceover, while the stars of the campaign are shoppers, their friends and families and community groups who have benefitted from the Co-op’s membership local cause fund.

Co-op customer director Jemima Bird said: “We have focused on the very thing that makes the Co-op so special, showcasing how buying our brilliant own brand food and drink can do good within your community through the 1%.

“We see our membership scheme benefiting local causes every single day and the groups in our Christmas advert had great fun participating in the filming too.”