Co-op's first TV campaign of the year, ‘Feel the Heat’, has heroed the nation’s love for curry, from the blandest korma to the fieriest vindaloo.
The campaign is part of Co-op's strategy to create "a year of eating together", which it launched to emphasise the food retailer's role in local communities.
The ad opens with a mother and father sitting down with their daughter to meet her boyfriend for the first time. To commemorate such an occasion, the family have opted for a curry night, and upon the table sits dishes available from Co-op’s store’s – including sweet potato and spinach curry and chicken tikka masala.
As the group dive into the feast in front, the boyfriend starts sprinkling a dangerous amount of chilli on his curry- a bid to win manhood points from the father.
When questioned, he claims to have eaten “one of the hottest curries in the world – The Wrath of Naga.” A testosterone-led display of bravado then ensues, and the father responds: “I’ve had a Laal Maans from Rajasthan” - a dish notorious for its spice.
Despite the fighting talk, the men succumb the ridiculous level of spice they have both consumed. As the daughter cools her father down by waving a tea towel in his face, the ad reads ‘Curry night is better together.’
Ali Jones, customer director at Co-op said: “As a convenience retailer, the Co-op is at the heart of local life. We are here to serve the community great quality food and help shoppers make those mid-week evening meals more exciting and delicious.
“We know that food really brings people together and when it comes to curry, it turns into a competition about who can handle it the hottest. We want to create a conversation which the whole nation can relate to and encourage discussions around the dinner table.”
The campaign will run acorss TV, press, social, OOH, and radio.