Co-op has focused on weaving its commercial and community messaging together with the whole campaign encapsulated by the new strap line: “It’s what we do”.

While Co-op’s ethics and values have always been a key part of its businesses, research showed that many consumers were unaware of how far reaching its community initiatives were and how millions of pounds were being reinvested.

Co-op’s membership scheme means that one per cent of what Members spend on own-brand products goes back to local community causes. Members are also able to choose which groups they would like to support online. Since its launch in 2016, Co-op’s Local Community Fund has helped over 12,000 causes with a share of £39M.