Leo Burnett London Appeals to Last Minute Shoppers for Co-op
The Co-operative Food will today (10th December) launch its Christmas TV advertising campaign in a bid to become the number one convenience retailer this Christmas.
The retailer, who has a store in every postcode area, aims to attract customers with the humorous campaign in the all-important two weeks leading up to Christmas, staying true to the convenience store’s philosophy.
The 30 second ad, with two 10 second versions (Turkey Breast & Prosecco), which previews on Facebook at 8am on 10th December, carries the strapline, “Help is only a Co-op away this Christmas”, and recognises that Christmas is a time when impulse can take over and that consumers often need things unexpectedly and quickly – be it the indulgent treats that get eaten before they’re supposed to, the bottle of wine that is needed for the teacher’s end of year gift or the batteries that you’ve realised you haven’t got for the children’s toys when wrapping them on Christmas Eve. The Co-operative Food offers its customers all they need close to home.
In the TV campaign, viewers can see various shots of people doing everyday things, who are momentarily distracted by suddenly remembering something of importance that they have forgotten to get.
Andrew Mann, Marketing Director at The Co-operative Food, says: “We’re thrilled to be launching our Christmas TV advert today, at this crucial trading time, and we hope that shoppers resonate with the humorous nature of the adverts.
“It’s our aim to be the number one convenience retailer this Christmas, and with the majority (76%) of our estate open until 10pm on Christmas Eve, we want to assure customers that help is always at hand during the festive season, indeed, it is only a Co-op away!
“Last year we sold more bottles of our own-brand Prosecco than we did milk – our biggest seller, in the week before Christmas, and with sales continuing to soar throughout the year, we’re anticipating that we’ll sell over a million bottles this Christmas, that’s a 42% increase on last year’s figure.”
Hugh Todd, Creative Director at Leo Burnett says; "The work has a real truism at its heart. It’s about those items we need to get before Christmas, but only remember late in the day. We catch ourselves saying (or even shouting) it out loud, when we're standing on the bus or filling the car. And because the Co-op is just around the corner and open late, it's the perfect place to top up."
Audio Post Production: Ben @ Grand Central
Editor: Paul Watts at The Quarry
Post Production / VFX
Post Production Company: The Mill
Director: Vince Squibb
Production Company: Gorgeous
Media Agency: Rocket
Creative Agency: Leo Burnett London
Art Director: Richard Robinson
Copywriter: Graham Lakeland
Executive Creative Director: Justin Tindall
Planner: Max Keane
Category: Retail and Restaurants , Supermarkets