Co-operative Food launches summer advertising campaign
Created by Leo Burnett London, the campaign plays on the consumer behaviour synonymous with a typically British summer. Scenes show rain on a barbecue followed by pizza being bought in The Co-op, an ice cream falling on the floor followed by an ice lolly being purchased in store – with all scenes aiming to demonstrate that the Co-operative is there for all customers’ food needs during the summer.
The advert was screened for the first time on Wednesday 3 June and will be shown throughout the summer months.
Research commissioned by the Co-operative Food shows that the British barbecue on average seven times a year and spend over £80 on each occasion. However, a quarter admitted forgetting to cater for vegetarians with a further one in 10 people forgetting to buy enough burgers.
Steve Hammett, customer director at The Co-operative Food, said: “As a convenience retailer we are better placed than anyone to use our store locality to our advantage – Summer behaviour naturally lends itself to being spontaneous, and therefore ‘popping in’ or ‘little and often’ is the perfect way to describe how our customers will be using us.
“Buying what you need, when you need it, is liberating and practical. It opens up all the possibilities that daily life throws at us,and it’s what The Co-op does best.”
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