The Co-op yesterday launched its Summer TV campaign ‘Be as unpredictable as the Summer’ days on from announcing a major rebrand of the business.
The 40-second commercial (see below) aired last night and will be accompanied by four 10 second ads. The advert shows the escalation of events that leads to a group of friends getting together to celebrate the British summertime spontaneously. Co-op’s own label food is the facilitator with the aim of placing The Co-op at the heart of the British summer, come rain or shine.
This campaign also sees The Co-op’s iconic, blue clover leaf logo make a return to TV after 20 years. As part of efforts to return the company to its core values, the society announced earlier this week that the logo will rolled out across its 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.”
She added: “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.”