The Co-operative Group is urging shoppers to save time for the important things in life by abandoning the big weekly shop in favour of their local Co-op in its latest ad.

The multi-million pound 'Great food within easy reach' ad campaign, which launched this week, comes in two 60-second parts: one featuring a husband telling his wife via camera all the things he would rather be doing instead of the weekly shop and the other featuring the wife's response.

The ads, which are running across TV, radio, print and in cinemas, emphasise the lack of waste involved in local shopping as well as the convenience. Shoppers are also encouraged to submit their own suggestions for 'saving time for the more important things' on The Co-op's website.

"We know people don't want to waste precious personal time and the new advertising campaign gives us a unique opportunity to encourage people to think about how they prioritise things and the way they shop," said Sean Toal, The Co-op's commercial director for food.

"With more than 4,000 food stores across the UK, The Co-op is perfectly placed to encourage people to shop locally and buy what they need, when they need it, rather than travelling miles to stock up on groceries just for the sake of shopping."