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Co-op's £10m ad campaign highlights its pledge to become the first major UK retailer to switch all of its own brand fresh meat to British products.

A new 40-second TV ad by Leo Burnett London focuses on the pork pie and celebrates "the ripple effect" that going 100% British has on communities. The spot was art directed by Steve Robinson and Milo Williams and written by Blake Waters and Ben Newman at Leo Burnett. It was directed by Jake Mavity through Tantrum Productions.