The Co-operative Group has launched its Christmas campaign today, encouraging shoppers to surprise someone with a random act of kindness.

As with last year, the campaign will feature an advert emphasising the retailer’s convenience credentials. With the tagline ‘discover a little more this Christmas’, the 60-second TV ad follows the theme of generosity evident in the Sainsbury’s and John Lewis campaigns. It features a young man leaving a bag of Christmas goodies outside the home of an elderly neighbour who is struggling to get to the shops in icy weather.

Named ‘Ice’, the ad plays out to Ravel’s Bolero and will have its first airing in the break of ITV’s I’m a Celebrity… Get Me Out of Here! with 10-second clips going on to show the elderly man and his wife enjoying the Christmas fayre.

“We’re thrilled to be launching our Christmas TV advert at this crucial trading time, and we hope that shoppers resonate with the good-spirited nature of the adverts,” said MD at The Co-operative Food Amanda Jennings.

“Unlike our competitors, we believe our ad shows the real magic behind Christmas, and that for many people, it’s not glitz and glamour that matters, but kindness. We want to inspire shoppers this year, and encourage customers to discover more in our stores then they bargained for when they pop in to shop with us.”