The mutual said the advert, which will air for the first time tomorrow, was delayed until December after research suggested shoppers thought brands spent too much on their Christmas campaigns.

The Co-op said 86% of consumers surveyed thought brands overspent on festive advertising, while 61% wanted to see marketing budgets scaled back in favour of giving cash to local communities.

The Co-op’s 30-second ad shows a group of friends discussing when the Christmas season kicks off for them, while eating some of the convenience specialist’s products, including mince pies.

It comes days after the Co-op said it would dish out £19m to 4,000 local communities and charities this Christmas.

Ali Jones, the Co-op’s customer director, said: “Giving back to communities is the best Christmas gift we can offer, and what feels better than picking up your festive treats knowing that it’s helping those in need across the country?”