Co-operative Food to launch new summer advertising campaign
Launching tomorrow, the TV ads will showcase the best of The Co-operative’s summer food and promotional offers, focusing on British meat, barbecue and outdoor eating lines, as well as light evening meal suggestions and summer drinks.
Taking inspiration from traditional Christmas food ads, the campaign will use festive musical favourite, The Most Wonderful Time of the Year by Andy Williams, to lead viewers through a “fun-filled” summer’s day thereby suggesting that British summertime is the best time of the year.
The ads will utilise Christmas imagery with a summer twist - specs of dust in the sunlight instead of snow, making “snow angels” in the sand, a hungry family sat together eating a British chicken alfresco instead of a festive turkey, stripy stockings hung on a garden fence as children play in the paddling pool, and a couple kissing under a sprig of salad leaves instead of mistletoe.
Helen Nunn, head of marketing for The Co-operative Food, said: “This exciting, new creative plays on everyone’s emotional attachment to two key events - summer and Christmas - and will showcase our delicious summer food offering, highlight our great money-saving deals, and demonstrate that we have everything shoppers need for summer, right on their doorstep.”
The summer TV campaign will be supported by a national outdoor and press campaign, a deals and promotional package, digital activity, till screens and in-store radio.
The retailer has kicked off the campaign on social media with 12 days of prizes to be won on its food Twitter site while in July the Food Facebook page will feature an advent-calendar style countdown with summer food ideas, recipes, tips and deals. Also in July, users will be encouraged to upload pictures of their summer recipes and food ideas with a “love your food” competition on Twitter and Instagram.
Nunn added: “The summer creative is the latest Food instalment of our Here For You For Life strategy. Leo Burnett, who produced the TV ads, were tasked with creating a campaign that reflected the fact that The Co-operative Food is here for everyday food needs and the usual routine, and here for the spontaneous moments, providing customers with delicious and relevant food - whatever the occasion.”
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