Co-op urges viewers to join its 'revolution'

The Co-operative is asking consumers to "join the revolution" in its latest TV campaign, and cement itself as one of the UK's most socially responsible businesses.

The 60-second TV ad, which launches tonight (Monday) on ITV1 during 'Law & Order' at 9pm, encourages consumers to live for a sustainable future as part of its Ethical Plan, which aims to cement its reputation as the most socially responsible businesses in the UK.

Spanning across TV, press and social media, the campaign, created by TBWA\Manchester, provides guidance on how people can set up their own co-operative businesses and fund community projects for Fairtrade and ethical investments.

The TV ad describes the first successful retail co-operative, which launched in 1844.

Fergus McCallum, TBWA\Manchester, chief executive, said: "Every year, the Co-operative helps thousands of people up and down the country by reinvesting its profits back into communities.

"This latest 'Join the Revolution' campaign demonstrates how the Co-operative has redefined the very nature of a revolution, inspiring and encouraging more people to change their world for the better."

The Co-operative now has more than 5,000 stores across the UK and there are almost a billion co-operative members worldwide.

The ad was directed by Luke Scott through production company RSA. The copywriter was Sarah Musker, art direction was by Paul Gregson, and Rocket handled the media planning and buying.