During November we concentrated on celebrating the amazing £19m payout to local causes through our Local Community Fund, which is one of the reasons why our Christmas ad didn’t air as early as our competitors.
In fact, a recent survey found that 86% of shoppers think brands spend too much on festive campaigns, and 61% would prefer to see budgets scaled back in the lead up to Christmas, in favour of giving back to local communities.
It’s almost time for our Christmas TV ad to make its small screen debut tomorrow night during the break of the X Factor final, and I think we’re onto a winner.
It starts with a group of friends tucking into our tasty Baking Camembert, Irresistible Spiced Salted Caramel & Rum Mince Pies and award winning Irresistible Apricot & Cranberry Topped Pork Pie, while discussing when Christmas really starts for each of them.
They talk about whether it’s Christmas when you start listening to festive songs, when the cat knocks over the Christmas tree, when you taste your first mince pie, or when your favourite Christmassy film is on TV. Die Hard, anyone? You decide!
Whenever it starts for you, we’re showing that when you share delicious Co-op food during these moments in the lead up to the big day, Christmas is better together:
It doesn’t stop there, as well as our 30 second ad airing tomorrow, there’ll be another two 10 second ads airing next week, showcasing our award winning Chorizo & Pancetta Posh Pigs in Blankets and Irresistible White Christmas Snow Globe.
There’ll also be loads to see on social, outdoor displays and in the press. Plus we’ve got an exciting nationwide cinema partnership where we’re bringing people together to watch the number one Christmas film voted for by our members – Elf!
Campaign Manager, Marketing Communications