The link with the original showbiz charity, which this year celebrates its 60th anniversary, will encompass two high profile initiatives: Gold Heart Badges and a brand new concept, Sunshine Day.
Linking up with the charity, which helps sick, disabled and disadvantaged children and young, supports The Co-operative's its Good For Everyone brand vision.
Comedian Michael McIntyre is a long term long-term supporter of the Variety Club and has helped with the launch of the partnership.
The Co-operative will be promoting the partnership across its family of businesses, which includes its stores, as well as pharmacy, funeral and financial services.
The Gold Hearts campaign will see The Co-operative promote the badges in its 4,900 stores across the country in early 2010, with Sunshine Day activity planned for later that year.
Generate Sponsorship and Ian Monk Associates will work with The Co-operative and the Variety Club on the activation and leverage of the partnership.
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