The Co-operative Food launches ‘festive’ summer TV advertising campaign

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Summer advertising campaign

Summer advertising campaign

The Co-operative Food is launching a summer advertising campaign, to create excitement around its seasonal lines, bring its summer promotional package to life and drive footfall throughout this busy trading period. 

Taking inspiration from traditional Christmas food ads, the new campaign will use festive musical favourite, The Most Wonderful Time of the Year by Andy Williams, to lead viewers through a fun-filled summer’s day – provocatively suggesting that the great British summertime is the best time of the year.

The TV ads, launching on 26 June 2013, will showcase the best of The Co-operative’s summer food and promotional offers, focusing on succulent British meat, barbecue and outdoor eating lines, light evening meal solutions and summer drinks. 

Ads with a twist: snow angels in the sand

Ads with a twist: snow angels in the sand

The ads will utilise Christmas imagery with a summer twist – specs of dust in the sunlight instead of snow, making ‘snow angels’ in the sand, a hungry family sat together eating a British chicken alfresco instead of a festive turkey, stripy stockings hung on a garden fence as children play in the paddling pool, and a couple kissing under a sprig of salad leaves instead of mistletoe. 

Kissing under salad leaves, not mistletoe

Kissing under salad leaves, not mistletoe

Helen Nunn, head of marketing for The Co-operative Food, said: “This exciting, new creative plays on everyone’s emotional attachment to two key events – summer and Christmas – and will showcase our delicious summer food offering, highlight our great money-saving deals, and demonstrate that we have everything shoppers need for summer, right on their doorstep.

“With over 2,800 food stores throughout the UK, including a store in every postal area, The Co-operative is perfectly placed to provide all their summer food requirements.”

The summer TV campaign will be supported by a national outdoor and press campaign, an extensive deals and promotional package, digital activity, till screens and in-store radio.

Meanwhile on social media, the retailer’s food Twitter site has kicked off the campaign, celebrating the start of summer with 12 days of prizes to be won, and in July the Food Facebook page will feature an advent-calendar style countdown with summer food ideas, recipes, tips and deals. Also in July, users will also be encouraged to upload pictures of their summer recipes and food ideas with a “love your food” competition on Twitter and Instagram.

Nunn said: “The summer creative is the latest Food instalment of our Here For You For Life strategy.

Leo Burnett, who produced the TV ads, were tasked with creating a campaign that reflected the fact that The Co-operative Food is here for everyday food needs and the usual routine, and here for the spontaneous moments, providing customers with delicious and relevant food – whatever the occasion.”

For further details, and to watch the latest ad, Retail Times’ readers can visit www.co-operativefood.co.uk/whats-hot/Watch-our-latest-TV-ads/summer/