Co-op parallels healthy food and social good to promote its own-brand range
Co-op is appealing to the hearts and stomachs of communities across the UK this summer with a major own-brand grocery TV drive.
The supermarket chain has instructed Lucky Generals to lead the charge by showcasing not only the delicious food stocked in its aisles but the social good initiatives it helps to pay for, from community fridges to apprenticeships and mental wellbeing services.
Linking healthy food to healthy communities, the advert segues from a boy lifting a toast soldier from his morning egg to a shopkeeper rolling the shutter up. This format continues with a pot of boiling peas transitioning to a swimming pool, and the action of drawing noodles to your mouth matched to lifting a crate of garden vegetables.
David Mannall, client partner at Lucky Generals, said: “Now more than ever people are in need of more support, and the campaign breathes life into summer food while showing that shopping at Co-op can make a real difference to your community.”
Ali Jones, customer and community director at Co-op, added: “We know that delicious food and drink is at the heart of our summer get-togethers with friends and family, and it tastes even better knowing that all our customers can help support community groups and programs across the UK.”
Launching today, the campaign is supplemented by print, out-of-home (OOH), social and radio promotions, with Kin & Carta overseeing digital and web aspects of the work.