The Co-op has unveiled its new Halloween TV advert, titled ‘Halloween is Better Together’. It features beneficiaries from the Co-op’s Community Fund and looks to demonstrate how great food can bring townships together, in more ways than one.
To highlight the Co-op's community involvement, the film stars both the Effingham Village Recreational Trust and young players from Bookham Colts Football Club.
Every time a Co-op member shops at the supermarket, 1% of what they spend on selected own-branded products and services goes to help fund community projects in the surrounding area, thus allowing the shop to create meaningful relationships with local causes that matter to colleagues and members.
The Halloween ad, created by Forever Beta, captures a local children’s football game, where the dress code is spooky. The ad opens with a group of hands-on parents talking formations through the medium of Co-op’s Halloween food range, which includes Oozy Eyeballs and Gingerbread skulls.
It then focuses its attention on the community football game which sees a clash of little monsters on the pitch.
Ali Jones, customer director at Co-op, said: “Halloween is one of the biggest community events of the year and our TV campaign shows our food feeding the joyful moments in community life and bringing people together. Community isn’t just about giving back money, it’s about understanding what communities need and helping our members get actively involved to make them stronger.”
Robin Gadsby, chief executive officer at Forever Beta, added: “Our most recent film for the Co-op combines bone-chilling zombies with a heart-warming message – that the great Co-op food we all enjoy also helps to benefit the community. Showing how every oozy eyeball sold to its members helps to give something back to the community. The campaign builds on our year-long Year of Eating Together creative platform, which continues to drive strong results and consistency across the business.”
The ad will appear on TV from 17 October and will have slots in the breaks of shows such as the Great British Bake Off Final, X Factor, Gogglebox and Coronation Street. It will launch alongside a press, radio, OOH and digital ad. In-store and on digital this Halloween, Co-op has also developed five fun Halloween character shapes for the first time.