The Co-operative Group has launched an advertising campaign for its food stores focusing on the importance of celebrating quality family time.

The campaign is designed to prompt “new thinking” and conversations about shopping, the Co-op said.

The ads, created by TBWA/Manchester, went live on January 3, two days after The Co-op became the official broadcast sponsor of ITV National Weather.

The campaign aims to encourage customers to use their time to have fun with loved ones and focus on the important things in life rather than spending too much time doing their big weekly food shop.

 Characters express what they would rather be doing instead of the weekly shop. Activities include a leisurely lie in, spending quality time with children, pampering themselves or going to the gym.

With more than 4,000 Co-operative food stores across the UK, the retailer plans to raise awareness of what its shops have to offer locally and to encourage people to change their shopping habits, using the new message of “Great Food within Easy Reach”.

Sean Toal, commercial director at The Co-operative Food, said: “We know that people don’t want to waste precious personal time, and the new advertising campaign gives us a unique opportunity to encourage people to think about how they prioritise things and the way they shop.”