Client: The Co-op
Date: Nov 2021
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Co-op has become the first ever grocer to run a live Christmas ad with a spot on ITV highlighting how people can use Community Fridges to redistribute food that would have otherwise gone to waste.

In a deal brokered by Dentsu agencies Carat UK and The Story Lab, Co-op and ITV came together to promote environmental charity Hubbub’s Community Fridge Project.

The 2-minute live film aired on November 26 during Coronation Street and featured TV personality Dermot O’Leary and TV chef and rapper Big Zuu. The ad sees volunteers at the Afghanistan and Central Asian Association Community Centre in Feltham teach the pair how to cook using ingredients from a Community Fridge.

ITN Productions and Lucky Generals produced the spot, which is supported by 10 second TV cut downs running through December. Accompanying ads will run on social, print, radio and out-of-home.