Co-operative to increase advertising in January

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

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, Co-operative Food commercial director, said: Were all very excited by the campaign, as it approaches the theme of grocery shopping from a really fresh, honest and passionate perspective. 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 CEO Fergus McCallum added: 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.

TBWA\Manchester leads the strategic and creative development across The Co-operative Groups food, funerals, travel, pharmacy, motoring and legal services brands.

>>The Co-op converts all Somerfield own-brand lines

>>The Co-operative expands Elmwood welfare mark

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