The Co-operative Group has unveiled the details of a £10m brand campaign to communicate the benefits of shopping at a successful business that is owned by its members.

The grocer is to shout about its position as a “super mutual” in the campaign, which launches on February 16 and was first revealed in Retail Week (January 9).

The retailer, which operates businesses in the food, travel, pharmacy, financial services, funerals and legal services sectors, has secured the entire national ad break in Coronation Street on ITV1 for the launch.

“We want to show we are both a commercially profitable company and one with a strong social agenda,” said Co-op marketing director Patrick Allen.

“We have worked hard on refurbishments and pricing to get the basic retailing proposition right and have always been strong on social goals, but just haven’t shouted about it.”

The ad will showcase some of Co-op’s work on climate change, working with young people in local communities and battling global poverty. The ad is set to Bob Dylan’s Blowin’ in the Wind.

Allen said the Co-op gives customers a credible alternative to a Plc. “Customers don’t have to give up their values in a recession,” he said. “We offer value and also have great values.”