The retailer will roll out TV and press work in November that highlights the provenance of its Christmas food by telling the story of the products. Actor John Hannah will provide a voiceover for the TV ads created by McCann Erickson.
The Co-op is also supporting its festive offering with point-of-sale activity and a direct mail campaign.
The supermarket plans to launch a number of own-brand products in the run-up to Christmas, including what it claims will be the first Fairtrade Christmas pudding from a major multiple. It will also certify its key Christmas meat range, comprising turkey, pork and gammon, as 'Freedom Food'.
The Co-op is also to move into gifting, with a nine-strong range of gift boxes, priced between £5 and £20, containing Fairtrade chocolate, coffee, wine and mugs.