Campaign of the week: Co-op, Here For You For Life

The feel of the ad has an air of John Lewis about it and aims to promote the grocer’s offer of convenience.

The ad is the first by agency Leo Burnett, which won the account in May, and is directed by The Full Monty director Peter Cattaneo.

It shows a number of festive family scenarios, such as the need for a last-minute gift, and highlights that its approximately 2,800 stores are convenient for any forgotten items.

The hazy John Lewis-esque visuals and Christmas jingle work well and give a real festive feel. Also, the campaign’s 27 variations of the ad should mean consumers do not to get too bored of it before Christmas.

The Co-op plans to use the new strapline across the wider group and it is general enough to cover its multiple brands and diverse businesses. However, deployed just for the food business at the moment, the strapline does not reinforce the ad’s message as well as it could. A strapline that could better highlight the convenience of the Co-op’s locations for last-minute festive needs would have been the icing on the Christmas cake.