The Co-operative Food launches Xmas-inspired summer ads

The Co-operative Food has today launched its summer TV campaign, which strangely takes its inspiration from Christmas food ads.

The 30-second TV spot features the festive backing track 'The Most Wonderful Time of the Year' by Andy Williams and plays on traditional imagery more commonly associated with Christmas food adverts.

Snowflakes are replaced with specs of dust floating in the sunlight, while a girl makes snow angels in the sand and hangs stripy socks on a garden fence. Meanwhile, the Christmas feast is replaced by a summer BBQ, with a spatchcocked chicken taking the place of the turkey and a couple kissing under a sprig of salad leaves rather than mistletoe.

The TV campaign will be supported by a national outdoor and press campaign, an extensive deals and promotional package, digital activity, till screens and in-store radio. Social media activity will include a Twitter campaign, playing on the 12 days of Christmas, launching today with 12 days of prizes to be won.

In July, The Co-operative Food Facebook page will feature an advent-calendar style countdown with summer food ideas, recipes, tips and deals, while Twitter and Instagram users will be encouraged to upload pictures of their summer recipes and food ideas with a "love your food" competition.

Helen Nunn, head of marketing for The Co-operative Food, said: "This exciting, new creative plays on everyone's emotional attachment to two key events – summer and Christmas.

"The summer creative is the latest food installment of our Here For You For Life strategy. Leo Burnett, who produced the TV ads, were tasked with creating a campaign that reflected the fact that The Co-operative Food is here for everyday food needs and the usual routine, and here for spontaneous moments, providing customers with delicious and relevant food – whatever the occasion."


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