The TV campaign created by TBWA\Manchester shows the importance of celebrating quality time with the family, rather than spending too much time doing the weekly food shop.
Using the new strapline "Great food within easy reach," the 60-second ad features a man making a plea to his wife on camera about the things he would rather be doing rather than the weekly shop, such as feeding the ducks, having a lie-in and spending time with the children.
TBWA\Manchester became the lead agency for The Co-operative Group in January last year.
The campaign will also include radio, print, cinema, online and digital media, video-on-demand, point of sale and outdoor activity.
The ad is directed by Barney Cokeliss and written by Richard Dean. Art direction is led by Richard Dean and the production company is RSA.
It will be reinforced by the 12-month sponsorship deal with ITV, which will give The Co-operative Food visual and verbal branding before and after the ITV National Weather report, which is broadcast three times a day.
Sean Toal, commercial director at The Co-operative Food, said: "We know that people don’t want to waste precious personal time, and the new advertising campaign gives us a unique opportunity to encourage people to think about how they prioritise things and the way they shop."
Fergus McCallum, chief executive of TBWA\Manchester, said: "We've created a campaign that is all about the desire to enjoy free time doing things you love.
"It encourages shoppers to think about how they would choose to spend their valuable leisure time, if it wasn’t swallowed up by the weekly shop."