The Co-op launches summer TV campaign: ‘Be as unpredictable as the Summer’


Today The Co-op launches its Summer TV campaign ‘Be as unpredictable as the Summer’. The 40-second commercial, accompanied by four 10 second ads create a contagious spirit of unpredictability that unleashes the potential for experiences to take you anywhere.

The advert shows the escalation of events that leads to a group of friends getting together to celebrate the British summertime spontaneously, having woken up that morning with no idea that they’d end up on the beach enjoying a feast.

Co-op’s own label food is the facilitator that brings friends and communities together, placing The Co-op at the heart of the British summer, come rain or shine. And with a Co-op in every postcode, Co-op really is just around the corner with the perfect summer food range to enable all our customers to make the most of it.

This campaign also sees The Co-op’s iconic, blue clover leaf logo make a return to TV after 20 years, but with a new modern twist. It will be rolled out across Co-op’s entire business over the next few years.

Jemima Bird, customer director at Co-op, said: “The Co-op new brand identity is an important move for us, made more significant because of our scale and reach. We are going back to being Co-op with a fresh new look, as we reinvigorate the business to target families and millennials, which will resonate throughout our TV ad campaign.

“The British summer is a wonderful, if erratic season, and you need to be in the right state of mind to get the most out of it. The new Co-op summer campaign encourages just that – go where the sun is, where the fun is, think outside the box and be as unpredictable as summer. With a convenience store in every postal area and a fantastic range of food and drink, it’s an attitude that Co-op is perfectly placed to support.”

Paul Lawson, CEO at Leo Burnett, said: “This new campaign is intended to show that The Co-op, summer and spontaneity are perfect bedfellows – we think it does that beautifully”.

Launching with a high reach, multi-media plan to build reappraisal of Co-op own brand food, this campaign is being led with strong AV, responsive digital and static OOH and high engaging display.