The Co-op is set to launch a Christmas TV ad that touts its ethical credentials.

In the 60-second clip, which airs tonight on ITV1 in the 8.45pm I’m a Celebrity ad break, viewers are urged to think about how buying its produce could help the local community and charities.

The campaign comes after the Co-op re-launched its membership offer in September to give members 5% back on the cost of Co-op own label products and donate 1% to nominated local causes.

Produced by ad agency Leo Burnett, the commercial shuns celebrities in favour of real people from community groups including Southport Lifeboats, the Leeds urban farm for people with learning disabilities, and the Yorkshire-based Glusburn amateur drama group.

“For our Christmas 2016 campaign, we have focused on the very thing that makes the Co-op so special, showcasing how buying our brilliant own brand food and drink can do good within your community through the 1%,” said Jemima Bird, Co-op customer director.

“As a convenience retailer who operates in the heart of communities across the UK, we see our membership scheme benefiting local causes every single day, and the groups in our Christmas advert had great fun participating in the filming too.”

The commercial, which is also being shown in 30-second and a 10-second iterations, will be supported by outdoor advertising, press, online, social and in-store executions.