Co-op is putting the spotlight on its rapid grocery delivery service in its 2024 Christmas campaign, highlighting its partnerships with Deliveroo, Uber Eats and Just Eat.

The grocer’s quick commerce advert will run on TV until 31 December and looks to showcase how its delivery service can cater to last-minute gatherings during the festive period, delivering party food in as little as 20 minutes.

It marks the first time a convenience retailer has focused on its quick commerce partners in its own advertising campaign.

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Co-op has been growing its position in the rapid delivery space over the past year with ambitions of reaching more than one-third share of the quick commerce market.

Last month, the retailer launched a 24-hour online grocery delivery service for shoppers in city centre stores as it looks to respond to the growing demand for rapid delivery.

The scheme, which launched in Leeds, London and Manchester stores, sees groceries delivered through Deliveroo, Just Eat and Uber Eats.

Alongside the 24-hour service, Co-op also extended its online availability in more than 1,600 stores within the store’s existing opening hours, allowing more customers to shop later in the evening.