The campaign, which has been created by McCann Erickson, will show how the group's food, pharmacy, banking, insurance, funerals, travel, legal services and farming businesses are related, as part of the biggest rebranding in its history.
The work will use the strap-line 'The Co-operative: good for everyone'. The first three ads highlight the group's ethical approach to business, and its ownership by more than 2.5m members.
The campaign, which kicks off later this week, will span national dailies and weekend supplements.
The Co-operative plans to have completed the rebranding process across its family of businesses by 2010. Its own-label products are also being overhauled with a packaging redesign.
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