The Co-operative Group has launched an online campaign, created by Cheltenham agency TDA, to promote its November share of the profits payment.
The campaign takes over the Co-op's membership website and has been designed to thank members for their continued loyalty.
Some members choose to donate their profits into the Co-op's community fund so the campaign demonstrates the results gained with their help and encourages others to follow their lead.
A map shows video clips from eight different parts of the UK detailing how community groups - from Riding for the Disabled in Angus, to a toddler group in Newport- have benefited from donations to the fund.
The campaign also includes a festive element with Co-op members offered video help on how to prepare the perfect Christmas meal. The aim is to promote the ingredients available in Co-op's food stores.
Anne Byrom, the Co-operative's membership direct marketing manager, said: “Directing people to the website provides the perfect platform for interaction and also allows us to promote our different businesses.
"The payout is a great reward, but membership is more than just points, and that’s what we communicate through the site."
The website takeover is launched this week, with the Co-op's 'Cook With Us' Christmas videos going live on 7 December.