Co-op promotes 100% British meat pledge in £10m brand campaign

Co-op's new £10m brand campaign is centred on a pledge to switch all of its own brand fresh meat to British produce.

Yesterday the supermarket announced it would become the first major UK retailer to switch all of its own brand fresh meat to British, including ready meals, pies and sandwiches.

A new 40-second ad, created by Leo Burnett London, breaks today on TV and celebrates Co-op’s commitment by showing how sourcing fresh meat from the UK benefits farmers and wider British communities.

The film explores "the ripple effect" that going 100% British has on communities by focusing on the pork pie.

The spot was art directed by Steve Robinson and Milo Williams at Leo Burnett and written by Blake Waters and Ben Newman.

Jake Mavity directed the ad through Tantrum, while Rocket is handling the media planning and buying.

It will run until the end of August, with print and outdoor ads also running as part of the campaign.

Jemima Bird, Co-op’s customer director, said: ‘We are proud that Co-op offers 100% British own brand fresh meat all year round, the only major British retailer to do so.

"The support we provide to British farmers is important to us, so this new campaign communicates these bold yet simple messages clearly and loudly to all our customers and members."