Under the two-year deal, Co-op will promote the Pride of Britain Awards across its family of businesses, which includes its c-stores and pharmacies.
TV celebrity Carol Vorderman is fronting Co-op’s in-store campaign and nomination forms and boxes will be available in more than 4,000 outlets. The campaign will be backed by TV ads.
Co-op chief executive Peter Marks said: “Owned by our 2.5 million customer members, we have a brand that has community at its core, making us a natural partner and a perfect match for the Pride of Britain Awards.”
The Pride of Britain Awards, which are in their 10th year, celebrate the achievements of inspiring and heroic people across the country.
Marks added: “Everyone who is nominated for the Pride of Britain Awards is doing their bit to make their community and our country a better place to live in and they – and the ultimate awards winners in particular – deserve our support and recognition.”
The Pride of Britain Awards will be launched on Monday June 16. The awards ceremony will take place on Tuesday September 30 and be aired on ITV1 the following day.
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