The Co-operative Group has launched a Valentine’s Day advert today to encourage customers to treat their partners to a romantic night in with the grocer’s Eat In range.

The advert, which runs from today until February 14, is part of the supermarket’s multi-million pound ‘Passionate Plea’ food campaign and focuses on encouraging shoppers to “save time for the important things in life”.

The Co-operative Group head of food media and communications Helen Nunn said:  “We wanted a Valentine’s advert that followed the theme of our overall food campaign of a fresh, honest and innovative approach encouraging shoppers to save time for the things that really matter in life.”

TV and radio ads will run in conjunction with in-store and online promotions. Visitors to the retailer’s website are given the chance to win vouchers in a Valentine’s competition.