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By The Drum Team | Editorial

January 5, 2011 | 2 min read

A new multi-million pound advertising campaign from The Co-operative Group aims to encourage retailers to save time for the important things in life.

Created by TBWA\Manchester, the campaign began to run on Monday 3 January, following the launch of The Co-operative Group’s sponsorship of ITV National weather beginning.

The creative centres on the importance of embracing and celebrating quality family time and is designed to prompt “new thinking” and conversations about shopping.

This is the largest campaign undertaken by the agency since its appointment last year, and 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.

Sean Toal, commercial director at The Co-operative Food, commented: “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."

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He continued: “With 3,000 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.”

Fergus McCallum, CEO of TBWA\Manchester, added: “We’ve created a campaign that is all about the desire to enjoy free time doing things you love. It encourages shoppers to think about how they would choose to spend their valuable leisure time if it wasn’t swallowed up by the weekly shop.”

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