The Co-operative group is getting into the festive spirit with the launch of a new Christmas campaign created by Leo Burnett.
Incorporating a series of television ads to be screened over the next eight weeks the campaign marks a change in direction for the community retailer by highlighting how it is helping families this holiday season.
The first 30 second ad has been directed by Oscar nominated Peter Cattaneo of the Full Monty and depicts a range of seasonal produce set against a backdrop of family occasions such as an unexpected Christmas dinner guest or a last minute present hunt.
Steve Murrells, Chief Executive of The Co-operative Food, explained: “This Christmas, more than ever, people will be looking for real value close to home and, with a food store in every UK postal area, The Co-operative is perfectly placed to deliver.
“However, rather than simply concentrating on price and product, this campaign will bring home the essential part The Co-operative Food can play in fulfilling those needs we all have in everyday life and especially at Christmas. It also has the added benefit of stressing the longevity of, and trust in, The Co-operative.”
Justin Tindall, executive creative director of Leo Burnett commented: "This new campaign is all about looking through the window of British life at Christmas. Real life, relatable situations in which The Co-operative can always be depended upon to have the right product at a fair price."
Some 27 variants of the commercial have been devised in all and will be backed up by national print advertising.