Full Monty’s Peter Cattaneo directs Co-operative Food Christmas ads
The Co-operative Food is a launching a Christmas advertising campaign featuring a series of festive commercials directed by Peter Cattaneo, the Oscar-nominated director of The Full Monty film.
The multi-million pound national campaign marks a change in marketing direction for the food retailer and aims to show how The Co-operative can help families to “keep the show on the road” this Christmas.
The television adverts, many of them to be screened at prime time over the next eight weeks, will focus on the quality and availability of the retailer’s products in moments of family need during the festive season, using a new strapline “Here for you for life”.
The first 30-second brand commercial will appear on advertising breaks tonight during programmes including Shameless on Channel Four, Neighbours on Channel Five and Hollyoaks on E4. The ads will set key seasonal products against a backdrop of family situations at Christmas such as an unexpected guest arriving for Christmas dinner or the sudden need for a forgotten present.
Never Miss a Retail Update!There are 27 different executions of the commercial which will also be backed by national print advertising.
The voiceovers for the television adverts have been provided by former Coronation Street actress Katherine Kelly.
Steve Murrells, chief executive of The Co-operative Food, explained: “This Christmas, more than ever, people will be looking for real value close to home and, with a food store in every UK postal area, The Co-operative is perfectly placed to deliver.
“However, rather than simply concentrating on price and product, this campaign will bring home the essential part The Co-operative Food can play in fulfilling those needs we all have in everyday life and especially at Christmas. It also has the added benefit of stressing the longevity of, and trust in, The Co-operative.”
The campaign represents the first fruits of the partnership between The Co-operative Group and Leo Burnett, which was appointed as lead advertising agency earlier this year.
Justin Tindall, executive creative director of Leo Burnett added: “This new campaign is all about looking through the window of British life at Christmas. Real life, relatable situations in which The Co-operative can always be depended upon to have the right product at a fair price.”
