The Co-op today launches a new autumn TV advertising campaign to try to gain sales on the back of its British-sourced fresh food credentials.

The campaign, ‘Make buying British more affordable’, will seek to capitalise on its commitment to 100% fresh British meat, with the message that even meat in its new £6 weekly meal deals for two people is sourced from British farms.

The new dinner-for-two options include a choice of one of six 100% British meat mains and two of five accompanying sides, and will rotate in store.

Amanda Jennings, director of marketing communication at Co-op, said: “Co-op is passionate about sourcing British meat and making it affordable for our customers.

This campaign is a continuation of our summer 100% fresh British meat campaign, reinforcing how far we go to support home-grown.”

Co-op recently announced all stores will provide only 100% fresh British bacon and lamb - dropping Danish bacon and New Zealand lamb.

The move followed the move to selling 100% fresh British beef, chicken, ham, pork, sausages, duck and turkey, and the Co-op also only uses British meat in all its own-label chilled ready meals, pies and sandwiches.

The campaign, created by Leo Burnett London, includes TV ads, radio, print, digital and social media.