The Co-op urges customers to be 'as unpredictable as summer' in first ad since rebrand
The Co-op has debuted its first TV ad since revealing its extensive rebrand earlier this week, urging customers to be "as unpredictable as summer".
The 40-second spot will premiere tonight at 7pm on ITV during Emmerdale, and celebrates the contagious spirit of British unpredictability, prompted by the slightest hint of good weather.
Showing the escalation of events that leads to a group of friends getting together for a spontaneous sunny BBQ, the ad looks to position the Co-op as the "perfect" destination to pick up last minute food and drink for celebrations.
The brand's trademark blue clover leaf logo also makes a return to TV after 20 years, but with a new modern twist. The icon is at the heart of the company's new-look brand refresh, which places a renewed focus on community and will be rolled out across the Co-ops entire business over the next few years.
"We are going back to being Co-op with a fresh new look, as we reinvigorate the business to target families and millennials, which will resonate throughout our TV ad campaign," said Jemima Bird, customer director at the Co-op
“The British summer is a wonderful, if erratic season, and you need to be in the right state of mind to get the most out of it. The new Co-op summer campaign encourages just that - go where the sun is, where the fun is, think outside the box and be as unpredictable as summer."
The spot was created by Leo Burnett, and is the agency's first work for the group since it retained the business earlier this year.