The Co-op has launched a multimedia ad campaign focusing on the ethical sourcing of its food.

The 30-second TV ad called ‘That’s The Co-op Way’ shows different people of all ages enjoying Co-op food, and highlights the sourcing of its ranges.

It tells viewers that all the eggs in Co-op products are free-range, that all the fresh chicken, pork and beef is British and that the retailer’s shelves are stacked with Fairtrade products.

It ends with the words: “Great food, fairly priced and just down the road - that’s the Co-op way.”

The campaign was created by Leo Burnett London and spans TV, video on demand, outdoor and press formats. The print work showcases products such as pasta, sugar, eggs and meat.

Graeme Lakeland, creative director at Leo Burnett, said the film was an attempt to bring to life the Co-op ethos of fairly priced quality food at a convenient location.

“The world of food can often be pompous and intimidating,” he said. “Our film examines people’s everyday relationship with food, and the important, if often overlooked, role it plays.

“By using real people with a real love of food, we get a wonderful glimpse into the simple pleasures that food delivers.”

Co-op customer director Jemima Bird said ethics were at the heart of the Co-op business model.

“Doing business to benefit communities is the Co-op way and the ad campaign highlights our difference and willingness to do the right thing,” she said.

Co-op own label is the focus of the group’s new membership proposition, which launched last week.

The membership entitles shoppers to 5% back on every Co-op own label product or service they buy and a further 1% goes to one of three community good causes in their area.

The mutual is hoping to increase the percentage of sales of own label to members from the current 25% to 50% and from 48% to more than 55% of all sales. It also wants to return an additional £3m in benefits to Fairtrade producer communities by increasing its sourcing commitments.