The Co-op unveiled its Christmas ad campaign last night. In a marked departure from the big budget productions by some of the major supermarket multiples, the Co-op’s ad (see below) featured one of the 4,000 causes that the retailer has supported with a £17m hand out this festive season.
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 investment in local communities. The Co-op’s membership scheme means that 1% of what its Members spend on own brand products goes back to local community causes.
The ad has been timed to coincide with the launch of the retailer’s in-store Christmas product offer.
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.”
