The Co-operative Group is supporting the launch of its “bread and milk promise” with a TV ad to be shown across selected regions.

The promise is being rolled out to the society’s 1,200 stores and states that if the store runs out of specific bread and milk lines, customers will be entitled to them free on their next shopping trip.

Alldays, which the Co-operative Group took over last October, already operated the policy before the takeover, but the Co-operative Group’s head of buying for fresh foods Alison Tracey denied this had been the impetus.

She said the Co-operative Group had launched its promise on milk before the acquisition of Alldays but delayed the pledge on bread until it had finished negotiations with suppliers. “Milk is one of the most important SKUs in our business so we wanted to raise its profile to our staff and at the same time offer a consumer pledge,” said Tracey.

The promise is supported by in-store promotional material, in addition to the TV campaign.