The Co-operative Group has launched a multimillion-pound advertising campaign promoting both The Co-op and Somerfield fascias.

The campaign, launched yesterday using real employees, highlights that its ‘best value’ deals are available in both The Co-op and Somerfield stores.

“We wanted a visual way to represent the two businesses coming together on TV, in order to widely communicate the acquisition of Somerfield and to ensure that customers and potential customers understand the benefits in terms of scale and value,” said Debbie Robinson, director of food retail marketing at The Co-op.

“We decided to combine the two messages for maximum impact.”