Mutual grocery business The Co-operative Food is set to unveil its Christmas ad campaign this evening, ditching its ‘Good with Food’ strapline for a series of commercials created by the director of the film The Full Monty.
Peter Cattaneo, who was Oscar-nominated for the Brit flick, directed the ads which will use the strapline ‘Here for you for life’, highlighting the availability of the Co-op’s products and seeking to stir customer loyalty.
Backed by national print advertising, the 30-second TV ad will be screened at prime time for eight weeks and features family situations alongside key seasonal products, with Coronation Street actress Katherine Kelly providing the voice over.
With 27 different executions of the commercial, the campaign is said to represent the new partnership between The Co-operative Group and Leo Burnett, which earlier this year was appointed lead advertising agency to the retailer.
Justin Tindall, Executive Creative Director of Leo Burnett said: “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.”
Earlier this week, online retailer Littlewoods unveiled its festive campaign featuring singer Myleene Klass alongside Santa Claus, following complaints last year that the company’s ads suggested that Father Christmas doesn’t exist.
The Co-operative Food, which saw operating profit fall 16.4 per cent to £119 million in the half to June 30th 2012, is hoping to invoke a similar sense of tradition with its campaign and to emphasise the importance of value at such a highly commercialised time.
Co-operative Food CEO Steve Murrells said of the campaign: “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.”