This was broadcast nationally and targeted towards anyone who buys food for his or her household.

The reasoning behind this advert was to make people aware that certain situations in life might give food much more value and importance than they may usually have. The Co-operative not only understands this, but also by way of acknowledgment, charges a relatively small amount for them.

Not only did shoppers across the UK in all Co-op stores observe the silence, they observed it in a poignant, moving way that showed that the Co-op has a caring side, and plays a relevant role in every community.