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Co-op is promoting its in-store recycling scheme for soft plastic, plastic bags and product wrapping with a TV campaign by Lucky Generals.

The spot, directed by Tom Tagholm and produced by Fran Thompson at Park Pictures, showcases the supermarket's recycling units, currently available at 1,500 stores, which is set to increase to 2,300 by November.

It will debut during the Coronation Street ad break on ITV today (9 July) and is part of a nationwide, multichannel campaign that will include digital, social, out of home, PR and in-store activations.