Client: The Co-operative Group
A typically sparkly affair, the 10 TV executions were directed by Ridley Scott Associates’ Luke Scott TBWA\Manchester’s ‘That’s the spirit’ campaign for the Co-operative will run six weeks until Christmas day.
The 10,20 and 30 second ads are joined by an outdoor, online, VOD, radio, press, inserts, point of sale and direct mail marketing push.
Debbie Robinson, director of food retail marketing at The Co-operative Group, talks more about the idea behind this year’s Christmas campaign, “From buying the tree and putting the lights on to going to your children’s school nativity play, we are capturing the festive spirit in the run-up to Christmas.
The campaign is backed by chart-topping artist Gabriella Cilmi, with the cover track "Warm This Winter", sourced by TBWA\Manchester’s brand content agency, STREAM\.
Debbie Robinson adds: “Gabriella and the track are a great fit with The Co-operative brand, conveying traditional Christmas values of warmth, family and fun, with a contemporary angle.”
The track was played exclusively on Co-op ad for a week before featuring on Cilmi’s deluxe version of the album "Lessons To Be Learned", was released on November 24.
From November 17, the Co-op's food website has featured “Warm This Winter” as a download, as well as running a Gabriella Cilmi competition, news and web links.
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