Co-op’s heartwarming Christmas ad plays all the right notes

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Co-op today launched (Sunday 1 December) its Christmas TV campaign, which celebrates touching everyday Christmas moments that are shared with delicious food and features one of the 4,000 causes that the community retailer has supported with a £17 million hand out this festive season.

The new ad focuses on the heart-warming ways families’ show that they care. Co-op’s support to local community causes is also brought to life in the new ad, featuring community group BTM Brass Band’s touching version of The Pogues “Fairytale of New York” as the soundtrack. The original was recently voted the country’s favourite Christmas song.

The community retailer’s membership scheme means that one per cent of what Members spend on own-brand products goes back to local community causes. Members are also able to choose which groups they would like to support online.

As a convenience retailer, Co-op’s new advert is timed to coincide with the launch of its in-store Christmas offer catering for its pop-in shoppers looking for indulgent treats and party favourites and comes hot off the heels of the retailer donating £17M to 4,000 community groups.

Titled “Not-so-silent night”, the ad continues the retailer’s recently launched marketing strategy of weaving its commercial and community messaging together, demonstrating its invaluable investment in local communities.

Ali Jones, customer director at Co-op, said: “Our Christmas ad shows the real and honest moments shared by our customers and members in the lead up to Christmas. As a convenience retailer, we’re often at the heart of the community and are proud to support so many local causes across the UK through the sale of our own-brand products and services at Christmas and all year round. 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.”

Created by Lucky Generals and launching with a 30-second ad during ITV’s “I’m a celebrity…..get me out of here” on 1 December, the opening scene sees a woman arriving home from work late at night; her child is asleep in bed and her partner is waiting up for her. She surprises her partner with a box of Co-op’s Irresistible Mince Pies. The couple can be seen enjoying a moment together whilst eating their late-night treat but are interrupted when their little girl wakes up and appears at the door. The ad ends with the woman soothing her little girl with a cuddle, all the while the brass band plays. 

Kate Murphy, creative director at Lucky Generals, said: “This ad features a very small festive moment, but it touches on something much bigger, about giving to the community.  As such, it really captures the true meaning of Christmas.  And the band’s brilliant version of a quintessential Christmas song is the star on the tree.”

Directed by Stacy Wall, the ad will also be accompanied by a 50-second online version, a 6-second version and reactive digital and outdoor ads. 

Wall, said: “It was an honour and a privilege to work with Lucky Generals on such an elegant and simple idea for Co-op.  The commitment and support Co-op provides to the communities they serve added truth to a spot intended as a Christmas card from Co-op to the UK.  

“Once I heard the talented and kind members of the BTM Brass Band playing their version of the classic Pogues track, I knew all I needed to do was stay out of the way and make certain the cameras were rolling.”

Co-op’s Christmas range is better than ever, with lots of award-winning food and drink to enjoy including Which? Best Buy red wine winner, Co-p’s Fairtrade Irresistible Organic Malbec (75cl, £7.50). And for Christmas morning, the retailer’s Irresistible Scottish Beech & Oak Smoked Salmon (100g, £5) was voted best by BBC Good Food.