The multi-media campaign is poised to kick off in later today (1 November) with a 30 second TV ad slot scheduled to air during tonight’s screening of Coronation Street, Alan Carr’s Chatty Man and throughout the weekend.
The brand-led TV ads will depict a “winter wonderland” setting, featuring a cover of Frank Sinatra’s The Christmas Waltz, with further elements of the campaign focusing on Co-op’s new own-brand “Loved by us” range and its premium “Truly Irresistible” range.
Co-op’s TV and press activity will be supported by social media executions that will also attempt to highlight how the retailer’s festive food range and retail footprint – it claims to have a food store in every UK postal area – can help ease the stress of Christmas.
The campaign’s social executions will follow a similar thread by asking the brand’s followers to share their tips on how to prepare for Christmas with the hashtag #relaxmas also featuring heavily in the campaign.
The TV campaign was created by Leo Burnett.