Co-op has again opted to reject the big-budget festive TV spot, bursting with celeb cameos and sparkly shenanigans, and is instead focusing on the “gift of community spirit” this Christmas.

The supermarket is promising to match donations from its members and customers, made via rewards balances or in-store at tills.

The money will then be donated to local community causes. The campaign’s strategy and creative has been devised by Lucky Generals.

MullenLowe brought the idea to life in film, “working on the ground with three grassroots community causes to show genuine reactions and joy when they received what they really wanted this Xmas”; Carat UK planned and bought media; while Halpern handled earned social and paid social influencer activity.

Kenyatte Nelson, Co-op’s chief membership and marketing officer, said: “Co-op is different, and we are proud of this. Our members own our business and together we show every single day of the year how powerful cooperation can be as a force for good.

“After the tough year consumers and communities have faced, I know our members will step up and donate their member wallets this Christmas, or donate in our stores along with our customers, knowing we will stand by them, and match their generosity.

“‘Giving the gift of community spirit’ isn’t a trite marketing tagline, it’s a genuine desire by our members, customers and Co-op, to amass a Christmas funding boost to make a real difference to the communities we serve.”

All funds will be shared equally between all Local Community Fund causes in the new year.

The campaign will run across out of home, print, digital, broadcast partnership, video on-demand, social and PR.

The Co-op’s approach this year echoes that of 2022, when it revealed it would not be running a “traditional, multimillion-pound Christmas ad” but instead chose to put money into a partnership with a membership-based food scheme and community hub called Your Local Pantry. A live stream featured celebrity chefs Big Zuu and Miguel Barclay.