Co-op tells customers to ‘relax’ for Christmas

Co-op is poised to launch its Christmas campaign with TV ads highlighting its own-brand food ranges, as well as the extent of its retail footprint, running with the strap-line “Relax, Christmas is just round the corner”. 


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.



The ticking timebomb that is native advertising

Ronan Shields

As we come to the close of the year, we journalists often turn our minds to drafting pieces on ‘the year that was’ and ‘what will be hot in the next 12 months’ and I’d say that native advertising fits in both slots. And it won’t necessarily be all good news stories. 


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