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By John Glenday, Reporter

November 30, 2018 | 2 min read

The Co-op has launched its 2018 Christmas TV campaign by focusing on its community credentials at a time of family and sharing while simultaneously showcasing its seasonal food offer.

The small screen push was deliberately held back to December and forms part of a £19m ‘give away’ to community groups which have been positioned in stark contrast to the big-budget celebrity endorsements employed by other retailers.

Devised by Forever Beta it adopts a deliberately down to earth approach was adopted in response to research which indicated that 86% of shoppers thought brands had overspent on self-promotion, with 61% believing it was more appropriate for firms to use this cash for social good.

Ali Jones, customer director at Co-op commented: “For us, Christmas has always started later. Christmas is the best time of year to be close to your family and friends. We aim to offer our customers and members the products that they care about and need from locations which are close to where they live.”

Eschewing glitz and bombast the Co-op conveys a simple Christmas message by depicting a group of friends tucking into some own-brand products around the dinner table before engaging in some light-hearted discussion around the best Christmas films.

This will be backed up strong AV, responsive digital and display material to spread a message of togetherness far and wide ahead of the big day.

The Co-op has pledged to distribute £19m in support of 4,000 community groups and charities.

In May Co-op CMO Jemmima Bird launched her own ad consultancy after losing faith in the agency model.

Christmas Advertising The Co-operative

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