Today sees the launch of the positively uplifting 2020 Co-op Christmas campaign, the second of their two Winter 2020 campaigns.
The first advert appeared in mid-November highlighting the retailers pledge of doubling the amount of money it gives back to community as part of the refreshed Co-op Membership programme. Both campaigns have a central theme of the importance of community, and the difference that everyone can make through the power of Co-operation.
The emotionally charged 60” TVC features two real-life brothers from Leeds, Austin and Rocco Haynes, aged 12 and 6, performing an incredible acoustic version of Oasis' ‘Round Are Way’, and unlike Noel and Liam, actually like each other. You’re bound to see it on your TV screens as we’ve secured fantastic programming throughout the month, including a spot in the I’m a Celeb final, as well as the Great British Bake Off Christmas special. If you somehow manage to miss it on TV, then fear not, we’ll catch you through our super strong online video and social plans, so there really is no escaping this tear jerker!
'Round Are Way' acts as a reminder that no matter what may be this Christmas, no matter who you are, we can all make a difference. We know this song will touch a lot of people so we’ve partnered with Global to host a Sing-Along-Live with Chris Moyles on his Radio X breakfast show. To generate as much of a buzz as possible around the Sing-Along, we are also creating a multi-sensory advertising experience by syncing Global OOH formats in London and Manchester with the radio activity.
Ali Jones, customer director at the Co-op said: 'It's been a tough year and our Christmas ad aims to raise a smile and, maybe even bring a tear to the eye.
'I love its simple and easy portrayal of how special moments can happen when family, community and goodwill come together. Qualities the Co-op represents and stands for every day.'
And don’t worry, we haven’t forgotten about showcasing Co-op’s delicious Christmas range! To remind everyone that their local Co-op has quality food and also does good in the community, we are using standout formats in print (such as the checkerboard) to cut-through the Christmas clutter. We’ve also added a ‘localised’ layer to the campaign whereby we’re using dynamic digital and DOOH to direct people within the community to their local Co-op store.
Grab your tissues, and watch the video here. It’s what we do.