The Co-op has launched a campaign that brings together its three core businesses for the first time and champions its investment into local communities.

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 plan 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.

Co-op customer director Ali Jones said: “We exist not only to make a profit by doing good things, but also to do good things with the money we receive.

“As we enter an era where consumers are increasingly demanding that businesses take a lead in improving their communities, we need to seize our opportunity, decisively.

“In particular, we need to communicate our co-operative difference and show that it’s not just a token gesture, it’s what we do.”