The Co-op is bigging up its community credentials in its Christmas ad by focusing on what it claims makes it unique as a retailer: every time its Members buy Co-op products they earn money for causes local to them.
This ethos is encapsulated in the strapline for the ad, devised by Leo Burnett: “Something for you, something for your community”, which demonstrates Christmas #TheCoopWay.
TV and cinema ads highlight the role food, family and friends play in making Christmas special, but consumers are asked to imagine, too, whether buying food that also helps the community would make them feel even more Christmassy.
Co-op members have already had the chance to get a sneak preview of the ad through an email campaign sent on the eve of the launch. TV and cinema executions campaign are being supported by outdoor , press, online, social and in-store activity, designed to further bring to life the idea that something for shoppers can be something for the community too. In the films, Co-op food links to some of the good causes it will help fund, including the RNLI (pictured).
Co-op has so far raised over £1.5m for good causes since unveiling its new strategy in the summer.
Co-op customer director Jemima Bird said: “For our Christmas 2016 campaign, we have focused on the very thing that makes the Co-op so special, showcasing how buying our brilliant own brand food and drink can do good within your community through the 1%.
“As a convenience retailer that operates in the heart of communities across the UK, we see our membership scheme benefiting local causes every single day, and the groups in our Christmas advert had great fun participating in the filming too.”
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