The campaign will run in its Co-op and Somerfield supermarkets. It will include in-store radio and animated till screen displays.
Eddie Ryan, managing director of Co-operative Legal Services (CLS), says shoppers in its 3,000 plus food stores represent a “huge” potential market.
The group claims a similar campaign last year increased awareness levels of CLS by more than 5%.
The Co-operative Group bought Somerfield in 2008. The Group grew further when it merged its financial services business with the Britannia Building Society last year.
The enlarged group recently reported total sales increased 31% last year to £13.7bn.