The Co-operative Group’s Easter TV ad campaign breaks tonight (25 March).

As revealed by The Grocer earlier this month, the ad – which airs on ITV1 at 20.15pm - recreates the nostalgia of being sent to a Co-op store on an errand.

It depicts a boy sent to his local Co-op store on his bike by his mum to buy some hot cross buns. Outside the store he meets a girl who has also been sent to the store to buy some mint sauce.

The Co-op said the ad would be shown up until Easter, with a second version launching after Easter for the school holidays.

“Youngsters today may have more toys, sport and leisure items than their grandparents but they have to wait until they are older to experience the same levels of independence,” said Freda Cronk, head of marketing communications, at the Co-operative Food.

”However, tasks like going to the local shop alone are still important for children and can often help create lifetime memories.”

It follows research by the Co-op which found in 2015 children are sent on their first grocery errand aged nine years and four months, however, their grandparents were sent to their local store aged seven years nine months.