The Co-op is to stress its community roots with a new advertising campaign offering ‘a great deal locally’. The TV campaign offers ‘better than half price’ promotions, but also highlights the cost advantage of local retailers with a call to ‘leave your wheels at home’. The Co-operative Group’s managing director of food Tim Hurrell said: “The Co-op can provide customers with all they need locally, without the expense of driving to town. “We feel that the trend for people eating in, rather than going to the expense of eating out, will continue, with people either trading up by buying premium products or preparing healthy, good value meals.” The Co-op also announced it has already rebranded 2,000 of its 4,200 stores to the new ‘The Co-operative’ fascia.