By The Drum Team | Editorial

May 25, 2011 | 2 min read

The Truly Irresistible range from The Co-operative is to be revamped and extended, with a new multimillion pound advertising campaign promoting the development.

Created by TBWA\Manchester, the campaign will break today (25 March) featuring the family from the brand’s ‘Passionate Plea’ campaign, showing them enjoying many of the new products.

To encourage sampling of the new products, a minimum 25% off promotion has been introduced, which will also be highlighted in the campaign, including sponsorship of ITV National Weather using idents.

The Co-operative’s website has also been redesigned to feature the Truly irresistible packaging, while both in-and-out store activity will also be used, with QR Codes driving traffic to the site.

The in-store radio system was also recently upgraded.

Sean Toal, commercial director for The Co-operative Food, said: “With continued pressure on everybody’s purse strings, many people are eating in rather than dining out, so the extended Truly Irresistible range is ideal for those looking to create quality dining experiences at home, whatever the occasion, and the TV ad conveys this simply but effectively.

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“We’ve added lots of delicious new products to our premium range, as well as reviewing every single Truly Irresistible product to ensure we’re offering the very best in terms of fantastic tasting, quality food at affordable prices for our customers and their families.”

Fergus McCallum. CEO of TBWA\Manchester added: “The overarching Co-operative Food campaign centres on the importance of embracing quality family time. The latest execution in the ‘Passionate Plea’ series celebrates meal occasions at home, highlighting the quality and breadth of products available within The Co-operative’s Truly Irresistible range.”

The new offering for the Truly Irresistible range includes Pancetta, Pea Shoot & Mint Pesto Tart, Garden Salad with Pea Shoots & Mint Dressing, Sicilian Lemon and Summer Berry Torte and Gluten Free Aberdeen Angus Beef Burgers.


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