British grocery chain Co-op is raising awareness of the charitable causes it sponsors through a new marketing campaign devised by London agency Lucky Generals.

Co-op’s long association with thousands of charitable associations nationwide is laid bare in an inspiring new 60-second spot which features a selection of scenes celebrating achievement and solidarity within communities.

Charities represented within the clip range from a food bank -‘The Community Fridge’ – to apprenticeships for young people and mental well-being services.

Through the ad, the grocer reminds customers that purchasing Co-op branded products can help directly fund charities and associations within their very own communities ending on the tagline: “Buying Co-Op food raises funds that lift up your community.”

The omnichannel campaign is set to launch later today (15 June), through a cut-down 40 second spot, with the headline 60-second spot premiering Friday (17 June) evening during Channel 4’s Gogglebox.

The TV ads will be backed up by materials pushed out across print, out-of-home, social media and radio.

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“Now more than ever people are in need of more support, the campaign breathes life into summer food whilst showing that shopping at Co-op can make a real difference to your community,”  Lucky Generals client partner, David Mannall said.

Co-op customer and community director, Ali Jones added: “We know that delicious food and drink is at the heart of our summer get togethers’ with friends and family and it tastes even better knowing that all our customers can help support community groups and programmes across the UK.

“Local community groups are a vital lifeline to many people and we’re committed to building stronger and more resilient communities.”

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