After John Lewis released the spot on social media this morning, Stop Funding Hate reacted with its own new video featuring footage from the brand's previous ads as well as ads from other retailers such as Sainsbury's and M&S.
The video contrasts the caring messages in the Christmas spots with the hostility towards foreigners in the pages of the Daily Mail, The Sun and the Daily Express.
Wording (set in John Lewis' familiar font) encourages viewers to join the campaign, which has already run petitions targeted at the likes of Iceland and Virgin Media asking them not to advertise in variously, The Sun, the Daily Express and the Daily Mail.
It is accompanied by a plea to the public to use social media to put polite pressure on John Lewis and its sister company Waitrose. Campaign counted 372 tweets aimed at @johnlewisretail urging them to consider the campaign between the release of the film just after 8am and midday today. A lower number was aimed at @waitrose and @sainsburys.
The Stop Funding Hate video claims that: "Thanks to pressure from customers and staff the Co-op has just committed to reviewing where it advertises."
A spokesman for the Co-op confirmed that this is correct and is part of a larger review of all of its policies that will be submitted for its members’ consideration next spring.
"We are looking at whether we can align our advertising more closely with our natural sources of support rather than more generic media; as yet no conclusions have been reached. In addition, we need to be aware of commercial realities in terms of which advertising channels yield the best results for the broadest number of our members and customers," he said.
A John Lewis spokeswoman said: "We fully appreciate the strength of feeling on this issue but we never make an editorial judgment on a particular newspaper."