The Co-operative Food: Feel the Heat

Co-op adds some spice to mid-week meals in its first TV campaign of the year. The ‘Feel the Heat’ spot heroes the nation’s love for curry, from the blandest korma to the fieriest vindaloo.

The ad opens with a mother and father sitting down with their daughter to meet her boyfriend for the first time. To commemorate such an occasion, the family have opted for a curry night, and upon the table sits dishes available from Co-op’s stores – including sweet potato and spinach curry and chicken tikka masala.

As the group dives into the feast in front, the boyfriend starts sprinkling a dangerous amount of spice on his curry - a bid to win manhood points from the father.

When questioned, he claims to have eaten “one of the hottest curries in the world – The Wrath of Naga.” A testosterone-led display of bravado then ensues, and the father responds: “I’ve had a Laal Maans from Rajasthan” - a dish notorious for its spice.

Despite the fighting talk, the men succumb the ridiculous level of spice they have both consumed, and it’s hard to tell which face turns redder. As the daughter cools her father down by waving a tea towel in his face, the ad reads ‘Curry night is better together.’