The Co-operative Group has ditched its Good With Food strapline after six years.

As revealed by The Grocer in August, the strapline has been replaced by ‘Here For You For Life’.

It gets its first outing during the society’s Christmas TV ad campaign, which breaks tonight.

There are 27 executions of the ad, which were directed by The Full Monty director Peter Cattaneo, focusing on the quality and availability of Co-op products in moments of family need during the festive season.

“Rather than simply concentrating on price and product, this campaign will bring home the essential part The Co-op can play in fulfilling those needs we all have in everyday life and especially at Christmas,” said Steve Murrell, CEO of The Co-op Group’s food business.

“It also has the added benefit of stressing the longevity of, and trust in, The Co-operative.”

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