The Co-operative group has launched an online TV channel to showcase its ethical credentials as part of a sponsorship deal with ethical media site Ethical.tv.
The supermarket to financial services group will gain a permanent outlet for its various campaign film clips and programmes on themes ranging from fair trade to cruelty-free household products and beauty products at cooperative.tv.
It is also namechecked as a supporter on the main ethical.tv site, which features films from companies such as Divine on fair trade chocolate and non-profits such as the Fair Trade Foundation.
The site has been created by ethical publishing, media and events company Hand-Up Media and is designed to be funded via sponsorship and advertising.
The Co-operative launched a £10m TV advertising campaign in February featuring Bob Dylan’s iconic song “Blowin’ in the Wind” designed to re-establish it’s ethical credentials.
Marketing Week recently revealed the campaign had boosted the “general impression” of the Co-operative brand from 7 in January to 19 in March on YouGov’s BrandIndex measure.