We are writing to you about the quite disgraceful Co-op Food television advert that, astonishingly, is publicly advising people not to go to the pub to watch Euro 2024, but instead to stay at home, away from others and watch with beer purchased from a Co-op supermarket.

We represent pubs and publicans. Publicans are frankly disgusted, as well as deeply angry, that the Co-op is running this advert. You and your management team must surely be aware of what a challenging time it is for pubs and publicans, yet here you are, a supposedly ethical business, openly and deliberately undermining pubs and publicans’ livelihoods at this difficult time. It frankly beggars belief.

At the time when businesses in England should be uniting in support of the national football team, the Co-op has instead cynically and shamelessly sought to attack another important business sector to try to boost your own profits from the tournament. It really goes against everything that the Co-op movement stands for. Who on Earth thought this was an acceptable thing to do? Who signed this off? It shows appalling judgement on the part of your marketing team and agencies as well as a worrying lack of moral responsibility and ethical leadership.