Co-op launches new multi-million pound food campaign | Industry News | TalkingRetail.com

The Co-operative Group is to launch one of its biggest-ever food campaigns, created by its lead agency, TBWAManchester.

The new multi-million pound campaign for The Co-operative Food is due to be unveiled in January 2011.

It will utilise a broad range of advertising channels including national primetime TV, radio, print, cinema, billboard, online, video on demand and point of sale.

Sean Toal, commercial director at The Co-operative Food, said:“We’re all very excited by the campaign as it approaches the theme of grocery shopping from a really fresh, honest and passionate prospective. We wanted a campaign that would work across a variety of mediums and that would connect with our customers on a very real level.”

Fergus McCallum, CEO of TBWAManchester, said:“As a top five grocery retailer, The Co-operative is in a position to lead the way and prompt new thinking and conversations around shopping. We have created a campaign that we hope will make people think about their shopping habits and will hopefully encourage a change in some fairly deep-rootedbehaviour.”

Source: Co-op

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