The Co-operative Group has launched a new website to underline its ethical credentials.

The website, co-operative.tv, allows users to watch film clips from programmes on the group and its campaigns.

Marketing director Patrick Allen said the site was designed to piggyback on the success of the society's epic two-and-a-half minute TV ad launched in February.

"The amount of interest since we launched the brand campaign has been unprecedented and this groundbreaking initiative is a further demonstration of our leadership on ethical issues," he said. "It will be particularly attractive to schools and colleges that wish to study co-operation as part of the curriculum."

Videos currently on the site include a documentary on the making of the brand campaign and clips about the society's Fairtrade work in Malawi.