The multi-million pound national campaign unveiled today (1 November), marks a change in marketing direction for the community food retailer and highlights how The Co-operative is helping families keep the show on the road this Christmas.
In a series of television advertisements, many of them to be screened at prime time over the next eight weeks, The Co-operative Food will focus on the quality and availability of its products in moments of family need during the festive season, using a new strapline “Here for you for life”.
The first 30-second brand commercial will appear on advertising breaks tonight during programmes including Shameless on Channel Four, Neighbours on Channel Five and Hollyoaks on E4. The ads will set key seasonal products against a backdrop of family situations at Christmas – for example, an unexpected guest arriving for Christmas dinner or the sudden need for a forgotten present – providing viewers with instantly recognisable scenarios and highlighting the retailer’s breadth of range and convenience.
There are 27 different executions of the commercial in all and the campaign will also be backed by national print advertising.
Steve Murrells, Chief Executive of The Co-operative Food, explained: “This Christmas, more than ever, people will be looking for real value close to home and, with a food store in every UK postal area, The Co-operative is perfectly placed to deliver.
“However, rather than simply concentrating on price and product, this campaign will bring home the essential part The Co-operative Food can play in fulfilling those needs we all have in everyday life and especially at Christmas. It also has the added benefit of stressing the longevity of, and trust in, The Co-operative.”
The campaign represents the first fruits of the partnership between The Co-operative Group and Leo Burnett, which was appointed as lead advertising agency earlier this year.
Justin Tindall, Executive Creative Director of Leo Burnett commented: “This new campaign is all about looking through the window of British life at Christmas. Real life, relatable situations in which The Co-operative can always be depended upon to have the right product at a fair price.”
Peter Cattaneo has a wide range of ad credits to his name including work for Audi, KitKat, Volkswagen, Camelot and McDonald’s. He is also the director of the award-winning BBC 2 comedy ‘Rev’ about the tribulations of a vicar running an inner city parish.
Katherine Kelly, known to Coronation Street fans as Rovers Return barmaid Becky, has done the voice over for the campaign. Kelly has also recently won rave reviews for her performance in “She Stoops to Conquer” at the National Theatre.