The Co-op has unveiled an advertising campaign for the run-up to Christmas to coincide with its new membership scheme and revived logo.

The group has launched a national advertising campaign that will run across TV, print and social media focused on its food offer.

The adverts, which show customers enjoying meals from the retailer, are intended to drive its ethical business foundations.

The campaign will use the strapline ‘The Co-op Way’.

As part of a wider branding shake-up, Co-op re-launched its cloverleaf logo in May and introduced a new membership scheme earlier this month. The grocer’s aim is for half of all purchases to be made by members within five years.

A new sourcing initiative launch is planned for next year. Co-op said it would be “ the only major UK food retailer to stock 100% own-brand fresh British beef, chicken, pork, lamb, bacon and turkey”.

Customer director Jemima Bird said: “Ethics is at the heart of Co-op. Doing business to benefit communities is the Co-op way and the ad campaign highlights our difference and willingness to do the right thing.”

The first ad in the retailer’s campaign, which was made by creative agency Leo Burnett, will air on Friday evening on ITV.