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: “We’re 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 Group’s food, funerals, travel, pharmacy, motoring and legal services brands.