A new multi-million pound advertising campaign was launched on January 3rd by supermarket group the Co-operative, highlighting all the activities that are more important than the weekly shop.
Created by advertising consultancy TBWA\Manchester, the TV adverts shown for the first time last week encourage customers to spend more time with loved ones and having fun and less time filling their fridges and freezers.
The campaign will feature on national TV, radio, print, in cinemas, online and digital media, video on demand, point of sale and outdoor.
Sean Toal, Commercial Director at The Co-operative Food, said: “We know that people don’t want to waste precious personal time, and the new advertising campaign gives us a unique opportunity to encourage people to think about how they prioritise things and the way they shop.
“With more than 4,000 food stores across the UK, The Co-op is perfectly placed to encourage people to shop locally and buy what they need, when they need it, rather than travelling miles to stock up on groceries just for the sake of shopping.”
Co-op recently signed a 12-month advertising deal with ITV National Weather, which will see the group’s branding shown three times a day on primetime TV.
The new campaign will expand on this deal, promoting the ‘Great food within easy reach’ slogan for its UK food stores.
Fergus McCallum, CEO of TBWA\Manchester, commented: “We’ve created a campaign that is all about the desire to enjoy free time doing things you love.
“It encourages shoppers to think about how they would choose to spend their valuable leisure time if it wasn’t swallowed up by the weekly shop.”