The Co-op is reinforcing its Fairtrade credentials with a new TV ad dedicated to the group’s own label chocolate.

The £1m+ campaign, titled ‘Colin’ll Fix It’, is aimed at promoting the Co-op’s boast of being the "leading supermarket supporter of Fairtrade".

All its own-label chocolate bars have been Fairtrade since last November.

Featuring the familiar animated sheep family of Colin, Jane and Harry on a day out in a theme park, the action in the ad takes place on a roller coaster and viewers will see the characters enjoying both Co-op chocolate and the ride.

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