The Co-op’s food, insurance and funeralcare divisions will all feature under the new overarching marketing strategy, which will carry the strap line: “It’s what we do”.

The mutual said the campaign was designed to bring its commercial and community-based goals together, showcasing how it operates “differently because it is owned by members, not shareholders”.

The campaign, which run across TV and digital, is the first to be created by the Co-op for Lucky Generals.