Co-op to launch major food campaign

The Co-operative Group is poised to launch one of its biggest ever food campaign in the new year.

The new multimillion pound campaign for The Co-operative Food, is due to be unveiled in January 2011, has been created by the advertising agency TBWA\\Manchester.

The supermarket will use 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.”

TBWA\\Manchester’s Fergus McCallum 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-rooted behaviour.”