Co-op has unveiled its new summer TV ad, highlighting its investment in local causes and farming communities.
The spot, created by London-based agency The Lucky Generals, features a diverse cast of people attending community sports meetings and food-based projects, such as Community Fridge, while in the background the acoustic version of the 2015 song “The Only Way Is Up” by Stornoway, from their “Bonxie Unplucked” album, is playing. Onscreen lines throughout the advert inform that “buying Co-op food raises funds that lift up your community”.
The supermarket chain has partnered with Hubbub to help expand their Community Fridge network by funding 350 new fridges. These Community Fridges are spaces that bring people together to share something delicious, chat, learn new skills and reduce food waste.
Co-op customers indirectly support local farming communities as 100% of its fresh meat – from fresh beef to ready meals – is sourced from Britain.
Last year, the same creative agency worked on a campaign that announced the roll-out of Europe’s most extensive in-store recycling scheme for soft plastic, plastic bags and product wrapping. The ad, which follows an old man on his trip to Co-op after a long period of time spent at home, highlights that “we can all do our bit for the environment” and that consumers “can now recycle soft plastics like bread bags at Co-op”.