The Co-operative Wholesale Society is to use relatives of celebrities in its first television advertising campaign for its retail stores.
Jeremy Beadle’s wife will feature in one of the three family-oriented ads which are to break this Sunday.
There will also be a corporate brand building campaign featuring the society’s other businesses such as travel and funeral services.
The ads, created by Partners BDDH, follow the company’s strategic review at the end of last year, which focused on its food stores.
CWS is understood to be in talks with small regional supermarket chains with a view to increasing its chain of convenience stores.
The company is due to rebrand these stores later in the year, introducing a new trading name and shop fascia. This will be differentiate them from the group’s Co-op Supermarkets and Co-op Superstores.
The relaunched convenience stores will offer late-night opening, with a greater emphasis on fresh and chilled products, wine and spirits.
The Society has re-introduced the Co-op divi card to its food stores and is understood to be extending its loyalty card to other businesses.