Co-operative campaign goes live

The Co-operative Group is encouraging shoppers to save time for the important things in life, with the launch of multi-million-pound advertising campaign this month.

The campaign for The Co-operative Food – one of the biggest of its kind for the food brand – centres on the importance of embracing and celebrating quality family time and is designed to prompt “new thinking” and conversations about shopping.

The creative, spearheaded by the Group’s lead agency, TBWA\Manchester, went live just two days after the retailer became the official broadcast sponsor of ITV National Weather on 1 January.

It encourages customers to use their time to have fun with loved ones and focus on the truly important things in life, rather than spending too much time doing the big weekly food shop.

The campaign will cover a range of activity, including commercials on national primetime TV, radio, print, cinema, online and digital media, video on demand, point of sale and outdoor.

This will be reinforced by the 12-month sponsorship deal with ITV, which will give The Co-operative Food visual and verbal branding before and after the ITV National Weather report, which is broadcast three times a day.

Sean Toal, The Co-operative Food commercial director, said: “We know that people don’t want to waste precious personal time, and the new advertising campaign gives us a unique opportunity to encourage people to think about how they prioritise things and the way they shop.

“With more than 4,000 food stores across the UK, The Co-operative is perfectly placed to encourage people to shop locally and buy what they need, when they need it, rather than travelling miles to stock up on groceries just for the sake of shopping.”

>>Co-operative to increase advertising in January

>>Co-op to open £20m Avonmouth distribution depot