The Co-op is launching a new advertising campaign today on the back of its move to source 100% of its fresh and frozen own-label meat from British producers.

The £10m TV ad, which will run until the end of August, will focus on the impact the pledge will have on farmers’ livelihoods and on wider communities across the UK.

The Co-op this month became the first major UK retailer to switch all its own-brand fresh meat to British, including ready meals, pies and sandwiches.

The ad looks at the ‘ripple effect’ that going 100% British has on communities. It uses an image of a pork pie to examine the contributions to farmers and their employees, to local families and communities, and to local businesses.

The Co-op is also running a major print and outdoor campaign to coincide with the TV ads, displaying its British sourcing - from lamb steaks to chilled ready meals and sandwiches.

These will run in national newspapers, on posters and bus sides.

“We are proud that Co-op offers 100% British own brand fresh meat all year round, the only major British retailer to do so and the support we provide to British Farmers is important to us, so this new campaign communicates these bold yet simple messages clearly and loudly to all our customers and members,” said Jemima Bird, Co-op customer director.

The campaign has been created by Leo Burnett London. “This is a category first which deserves to be shouted about with bold striking work; emphasising just how important buying Co-op British fresh meat is, because not only do you get great quality, you’re supporting British farmers and their communities one bite at a time,” said CEO Paul Lawson.

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