Co-operative Food launches Christmas marketing campaign
With three-quarters of the UK population living within two miles of a Co-operative store, the strapline for the retailer’s campaign - “Relax, Christmas is just round the corner” - highlights the group’s store locations, as well as showcasing its Christmas food range.
For the main 30 second TV advert, the village of Timperley in Cheshire was transformed into a winter wonderland featuring staff from the local store. Created by Leo Burnett and directed by Simon Ratigan, the advert will air for the first time tonight during the commercial break for Coronation Street on ITV and later during Alan Carr’s Chatty Man programme on Channel 4. It will also be transmitted during Saturday’s X Factor on ITV.
The multi-media campaign, which uses a cover of Frank Sinatra’s The Christmas Waltz, celebrates the season’s “special moments” and aims to convey ways in which The Co-operative can help make Christmas less stressful by offering “fabulous food” within easy reach.
The campaign, which includes 30- and 10-second adverts featuring own-brand and big brand offers, also embraces social media with a sustained campaign on Facebook and Twitter. This will mirror the “Relax, Christmas is just round the corner” message by asking followers to share their secrets and tips on how to have a relaxing Christmas, while also offering up some solutions to help shoppers over the busy festive period.
Andrew Mann, customer director for The Co-operative Food, said: “Our upbeat campaign highlights how The Co-operative can cater for all the special moments that make Christmas complete.
“With a store in every UK postal area, we are literally ‘just round the corner’, and our convenient locations mean we really can take the stress out of Christmas shopping. We are close by with a fabulous range of delicious great-value Christmas food and party products, so our customers can spend more quality time with their families.”
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