The Co-op is seeking to differentiate itself from its competitors by championing one of the 4,000 good causes the supermarket has supported to the tune of £17m.
Community group BTM Brass Band have been enlisted to bring The Pogues' ‘Fairytale of New York’ to life as the backing track for the retailer's Christmas ad which showcases a range of seasonal treats which bring families together at this time of year.
‘Not So Silent Night’ was created by Lucky Generals and takes the form of a 30-second commercial depicting a woman returning home late from work who surprises her family with a box of the Co-op’s Irresistible Mince Pies – only to be surprised in turn by the appearance of a full brass band.
Ali Jones, customer director at Co-op, said: “This isn’t about grand, big-budget gestures but aims to show touching moments between families and the central role food plays in that while communicating that every time a Co-op product is bought, thousands of community groups receive funding.”
As a community retailer the Co-op operates a membership scheme which sees 1% of store spend on own-brand products diverted to support good causes, with members able to choose which groups they would most like to assist online.
The ad will screen on ITV and debuted during last night’s instalment of ‘I’m a celebrity…..get me out of here’. It will be accompanied by an online variant, digital and outdoor ads.