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Co-op to run live ad on ITV to spotlight Community Fridges


By Hannah Bowler, Senior reporter

November 26, 2021 | 3 min read

Co-op will become the first ever grocer to run a live Christmas ad with a spot on ITV highlighting how people can use Community Fridges to redistribute food that would have otherwise gone to waste.

Co-op and ITV partner on live TV ad for food waste charity Hubbub

Co-op and ITV partner on live TV ad for food waste charity Hubbub

In a deal brokered by Dentsu agencies Carat UK and The Story Lab, Co-op and ITV have come together to promote environmental charity Hubbub’s Community Fridge Project.

The 2-minute live film will air tonight (November 26) during Coronation Street and feature TV personality Dermot O’Leary and TV chef and rapper Big Zuu. The ad sees volunteers at the Afghanistan and Central Asian Association Community Centre in Feltham teach the pair how to cook using ingredients from a Community Fridge.

ITN Productions and Lucky Generals are producing the spot, which will be supported by 10 second TV cut downs running through December. Accompanying ads will run on social, print, radio and out-of-home.

Mark Thompson, ITN commercial director and head of advertising, says live TV broadcast ads “are able to show real people in real-time in a truly authentic and genuine way”.

He adds: “This will really help land the message and give a sense of reality to audiences watching.”

Each fridge redistributes, on average, 2.4 tons of food that would have gone to waste, the equivalent of 5,714 meals a month. As part of the campaign, Co-op has committed to funding another 250 fridges, effectively doubling Hubbub’s fridge network.

“Given the past 18 months and the challenges that clearly lie ahead, we wanted to highlight the importance of community in a real, genuine and positive way,” says Ali Jones, customer and community director at Co-op. “Our unique live advert will remind people that while not everyone can enjoy the same Christmas this year, that by co-operating we can create a fairer world in the future.”

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