The Co-op focuses on its community work for Christmas ad

The convenience retailer is hoping a community-focused angle will give it cut-through this Christmas.

Co-op Food is focusing on real customers and its charitable community work for its Christmas marketing campaign.

Its one-minute festive TV ad, created by Leo Burnett, focuses on real customers and how Christmas brings them together as a community. It ends on the question ‘what if our good times could help fund good times for others?’.

The aim of the ad is to bring attention to the £1.5m the convenience retailer has raised for community groups across the UK such as the Southport Lifeboat crew and the Leeds urban farm, which both star in the ad. It also reinforces the historic community values at the centre of the Co-op brand.

“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%,” says Jemima Bird, customer director for the Co-op Food, referencing the brand’s new membership offer which gives members 5% back on the cost of Co-op own-brand products and then donates 1% to a nominated local cause.

READ MORE: Co-op aims to be ‘destination not distress’ retailer as it launches new brand with summer campaign

She adds: “As a convenience retailer who operates in the heart of communities across the UK, we see our membership scheme benefitting local causes every single day, and the groups in our Christmas advert had great fun participating in the filming too.”

The campaign will be activated through outdoor advertising, press, online, social and in-store, with each execution focusing on a different way the retailer helps local community initiatives.

The Co-op’s Christmas ad is a notable contrast to most UK retailers, which have opted for emotion or CGI characters in their Christmas campaigns this year. Lidl, another retailer that has used real customers in its Christmas ad, believes this approach is the most powerful. 

Its UK marketing director Claire Farrant recently told Marketing Week: “You could just use a 3D character but then we’d have just been like everybody else. At the end of the day there is nothing more engaging than a real customer telling another customer at home how great a brand or product is.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here