The campaign, created by Leo Burnett, is targeted at the unexpected moments created around the festive season. It focuses on the people who need to pick up last minute batteries or a bottle of wine, rather than the big Christmas food shop.
One of the light-hearted spots shows individuals at work or on a daily commute remembering, out-loud, the last tidbits they had forgotten to pick up.
“It’s our aim to be the number one convenience retailer this Christmas, and with the majority (76%) of our estate open until 10pm on Christmas Eve, we want to assure customers that help is always at hand during the festive season,” says Andrew Mann, marketing director at The Co-operative Food.
The campaign supports Co-op Food’s new brand strategy, which aims to bit it as a leading convenience retailer. In March, the group told Marketing Week that it would open around 100 new convenience stores per year, with the aim of getting a store in every postcode area.