The Co-operative Food, the Co-op's answer to Tesco, are appealing to last minute shoppers in their new Christmas TV campaign, which is probably for the best, given that Christmas Day is but a fortnight away. The retailer, which boasts a store “In every postcode,” has worked with Leo Burnett London to create a humorous 30-second ad that aims to attract customers to its stores in the crucial two-week lead up to Christmas by reminding viewers that the Co-op has “More UK stores than any other supermarket,” and is always there for those last-minute forgotten bits and pieces.
The Co-operative Food are appealing to last minute shoppers in their Christmas TV campaign
The ad, which is supplemented by two 10-second clips called “Turkey Breast” and “Prosecco,” was launched yesterday (December 10) on Facebook and will be rolling out across the nation from today. The strap-line, “Help is only a Co-op away this Christmas,” aims to remind viewers that the festive season is rife with impulse purchases and last minute necessities, and their local Co-op is the perfect place to pick up those batteries you forgot to buy for your children's Christmas Day presents or that extra bottle of red wine for the in-laws.
Co-operative Food – Christmas Ad 2014
Leo Burnett's campaign shows people doing everyday things such as riding the bus or filling the car up, and has them suddenly remember the importance of something they've forgotten to get in for Christmas. It's a fun, jaunty campaign that stands apart from the more serious, emotionally weighty ads that have seemingly become the norm at this time of year. According to Leo Burnett creative director Hugh Todd, “The work is about those items we need to get before Christmas, but only remember late in the day, the times we catch ourselves saying (or even shouting) out loud, when we're standing on the bus or filling the car.” He adds that the campaign puts across the message that “Because the Co-op is just around the corner and open late, it's the perfect place to top up.”
The ad was launched yesterday (December 10) on Facebook and will be rolling out across the nation from today
Andrew Mann, marketing director at the Co-operative Food, said they are thrilled to be launching the campaign “At this crucial trading time, and hope that shoppers resonate with the humorous nature of the adverts.” He says their aim is to be “The number one convenience retailer this Christmas,” and believes that, with the majority (76%) of their stores open until 10pm on Christmas Eve, that this goal isn't too far-fetched. He underlines the franchises Christmas boom period by adding that during last year's festive season they “Sold more bottles of own-brand Prosecco than milk,” and expect to sell over a million bottles of it this year, “A 42% increase on last year’s figure.” In their customers' defence, I think we'd all take a bottle of Prosecco over a glass of milk if we could!
A selection of what's available at the Co-operative Food this Christmas
