The Co-operative Food is putting a brave face on the typical British summer with a new TV advertising campaign that debuts tonight showing how Brits make the most of the outdoors come rain or shine.

The Leo Burnett London campaign – Little. Often. Co-op – features summer activities in the garden such as, Frisbee-throwing, Swingball, barbecuing both in sun and pouring rain, pumping up an inflatable mattress, and fishing.

The activities are interspersed with food products such as tomato ketchup, Young’s 14 omega 3 fish fingers, Calippo, ice cubes, Beck’s, bacon, lettuce & tomato sandwich, The Co-operative Truly Irresistible Pizza, and strawberries.

The mutual said the ad played on the consumer behaviours synonymous with a typically British summer, with all the scenes demonstrating the Co-op was there for all customers’ needs over the season.

Steve Hammett, The Co-operative Food’s customer director, said that the Co-op, as a convenience retailer, was “better placed than anyone” to use its store locality to its advantage.

“Summer behaviour naturally lends itself to being spontaneous, and therefore ‘popping in’ or ‘little and often’ is the perfect way to describe how our customers will be using us.”

Buying what they needed, when they needed it was “liberating and practical” and opened up all the possibilities that daily life threw at the, which is what The Co-op did best Hammett added.

The campaign includes TV (30 second, and 2 x 20 second cut-downs, out-of-home advertising, press, radio and digital.