The Co-op has launched a new ad campaign asking the nation to recognise how much mums really do.

The convenience retailer said it wanted to identify the deeper meaning behind the annual event and will instead look at how it can support customers to do the “little things that really count”.

The campaign includes video (above), press ads, digital display and social media.

The Co-op said it aimed to show that it was always there for customers, just like mums.

“We know that what mums really care about is spending quality time with their family and food plays such an important role in this. Whether it be a family meal or baking, food is a great reason to get everyone together and we want to encourage consumers to think about what is special to their mum,” said Co-op customer director Jemima Bird.

“Co-op has both quality products available conveniently to really make Mother’s Day personal for every mum.”

The retailer is also running events across the nation, where parents and children can get involved in craft activities and afternoon tea.

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