The traditional multi-million pound Christmas TV advertising run by the Co-op is to be replaced with a move to promote the network of community fridges.
The Manchester-headquartered retail giant said its funding will double to 500 the network of Community Fridges, which was set up by environmental charity Hubbub in 2016.
Each Community Fridge redistributes an average of 2.4 tonnes of food every month.
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They will be open over the festive period, offering fresh food as well opportunities to cook and learn new skills, reports the PA news agency.
A live link to a Community Fridge will be broadcast on ITV on Friday evening, with support from TV presenter Dermot O'Leary and chef and rapper Big Zuu.
O'Leary, said: "Everyone deserves food on their plate all year round not just this Christmas, so I'm pleased to give my support to this initiative.
"It's been a horrendous 18 months for a lot of people. This shows the power of communities and what can be achieved when we all come together."
The partnership between the Co-op and environmental charity Hubbub was announced in May, with the aim of increasing the number of community fridges across the UK.
