Co-op weaves community and commercial messages together in Christmas ad

Marketing News

The Co-op will be donating £17m to support good causes this Christmas as it focuses on the dual aspects of its community work and product.

The Co-op has launched its Christmas marketing campaign that focuses on its support of community causes as well as its festive food.

The ad, created by Lucky Generals, shows a woman arriving home from work late to find her partner waiting up for her. She surprises him with a box of mince pies and they enjoy a late-night treat together.

It features the community group BTM Brass Band playing their version of The Pogues Fairytale of New York. The Co-op will be donating £17m to more than 4,000 community causes this Christmas, with 1% of what Co-op members spend on own-brand being donated.

The Co-op usually launches its Christmas ad later than other retailers because of its positioning as a convenience retailer. Its festive food range has just launched in stores

Co-op customer director Ali Jones says: “Our Christmas ad shows the real and honest moments shared by our customers and members in the lead up to Christmas. As a convenience retailer, we’re often at the heart of the community and are proud to support so many local causes across the UK through the sale of our own-brand products and services at Christmas and all year round.

“This isn’t about grand, big-budget gestures but aims to show touching moments between families and the central role food plays in that while communicating that every time a Co-op product is bought, thousands of community groups receive funding.”

The ad launched last night with a 30-second TV spot during ITV’s I’m a Celebrity…..get me out of here. This will be supported by a 50-second online version, as well as a six-second video and reactive digital and outdoor ads.

The Christmas campaign is a continuation of the Co-op’s ‘It’s what we do’ positioning that launched earlier this year. It brings together all three of its businesses – food, insurance and funeralcare – together for the first time, while attempting to communicate its ethics, an area research showed many consumers were unaware of the extent of.

Products You May Like

Articles You May Like

How To Make $1000 A Day At 15 Years Old Or Beginner
How To Start & Grow A Facebook Group
4 ways to get started with agile marketing
How to create PPC reports people will actually read
3 Essential Ingredients for a Millennial-Friendly Office Culture

Leave a Reply

Your email address will not be published. Required fields are marked *