The Co-operative has launched a national advertising campaign to bring Somerfield, the supermarket chain it bought last year, under its brand umbrella.
Roster agency TBWA\Manchester is behind the TV ad, which features staff from the Co-op and Somerfield and promises better value for the consumer now both chains are working together.
The ad is the first step en route to completely re-branding Somerfield stores as part of The Co-Operative by the end of 2011.
Debbie Robinson, director of food retail marketing at The Co-operative Group, said: "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 of this happening in terms of scale and value. We decided to combine the two messages for maximum impact."