Food retailer The Co-operative is to unveil its Christmas campaign breaks featuring musician Gabriella Cilmi.
10 TV executions created by TBWA\Manchester have been created, directed by Luke Scott and will begin on 17 November with the aim of capturing some magical Christmas moments.
In order to do so, the idea that the campaign communications will centre around will be ‘That’s the Spirit’.
The Co-operative’s multi-million pound Christmas food campaign, will run with 30”, 20” and 10” TV ads, and also span outdoor, online, VOD, radio, press, DM, inserts, POS and merchandising activity.
Another aspect of the campaign will be to highlight The Co-operative’s range of products and its locality in the heart of the community. It will also push tactical promotions and the company’s special offers on festive food and goods throughout the season.
The campaign is backed by Gabriella Cilmi, with the cover track "Warm This Winter", sourced by TBWA\Manchester’s brand content agency, STREAM\.
The track will be played exclusively on The Co-operative ad for a week before featuring on Cilmi’s deluxe version of the album "Lessons To Be Learned", due to be released on 24 November.
From 17 November, The Co-operative's food website will feature “Warm This Winter” as a download, as well as running a Gabriella Cilmi competition, news and web links.