The Co-operative Group is preparing to launch its brand makeover on 16 February, when it has booked the entire advertising break during UK-favourite Coronation Street, airing on ITV1.


For the first time in the UK, the retailer will showcase a 2 minute 30 second commercial, which is set to Bob Dylan's track "Blowin' in the Wind".


The Co-op said the advert was the culmination of "the largest rebranding in corporate history", which has seen it refit 2,600 outlets to date. The retailer is investing GBP10m in the makeover.


The group, which has interests in food, funerals, travel, pharmacy, financial services and legal services, will use the commercial to explain what makes it "different" from other high street brands.

Patrick Allen, The Co-op's marketing director, said: "The co-operative is extremely proud of this campaign and we are delighted that we have been able to secure the exclusive revealing of our new brand in such a high profile manner."