The ad will feature the growers of the Du Toitskloof wine co-operative in South Africa, who supply Fairtrade wines to the Co-op. The soundtrack is Bob Dylan’s Blowin’ in the Wind.
The ad will appear in cinemas as well as on TV, and complementary ads will run in the national press.
Chief executive Peter Marks said: “We believe there has never been a better time for the UK’s most ethical brand to promote itself.
“We are currently witnessing a renaissance of the Co-op. More than one million members have joined us since we re-introduced our famous dividend in 2006; our food business has enjoyed 12 successive quarters of like-for-like sales growth; we successfully merged with United Co-operatives in 2007 and the acquisition of Somerfield will be completed shortly.
“This is exactly the right time to launch this high profile campaign which spells out how, when the benefits are passed around, the Co-op is good for everyone.”