The Co-operative has launched the latest phase of the multi-million pound brand campaign it started in February.

As well as running an edited version of its TV ad from earlier this year, the Co-operative has now unveiled a new online and national radio campaign and in-store communications created by Manchester agency Refinery.

The online and radio work, which uses the "good for everyone" message from the TV ad, centres on three of the organisation’s major initiatives – Renewable Energy, Fairtrade and Community Projects - and gives examples of its work in these areas.

Refinery director Joe Bowler said: “We've produced three 15” online ads for the online campaign that will run across nearly 20 websites and portals. Boasting rich media content, we filmed bespoke new scenes which were then edited together with footage from the original TV commercial to produce the finished video clips."

Helen Carroll, senior brand manager at The Co-operative, said the challenge was to ensure stories could be told online while remaining faithful to the production values of the TV ad.

"But the finished pieces are seamless and will not only increase awareness and communicate our brand values to an internet savvy audience, but will help to drive traffic to The Co-operative website," Carroll said.

The three 30 second radio ads meanwhile feature a voiceover from the actor John Hannah and will run across major stations and networks including Talksport from this week.

Media is being handled by London-based PHD Rocket.