Co-op’s commitment to 100% British meat takes centre stage in new TV campaign

Following its pledge to source 100% British own-brand fresh meat, the Co-op’s commitment to British farmers is at the centre of a new television campaign.

The Co-op’s display of loyalty extends across its ready meal, pies and sandwich range – excluding Continental varieties such as chorizo and Parma Ham. The 40-second commercial demonstrates the effect that sourcing British meat has on the farming community that supplies it, and showcases the ‘ripple effect’ that it has on the wider supply chain, such as industry employees, local businesses and ultimately the families enjoying the food. The advertisement began on 24 May and will run until the end of August, and focuses on the “humble pork pie”.

“We are proud that The Co-op offers 100% British own brand fresh meat all year round – the only major British retailer to do so – and the support we provide to British farmers is important to us, so this new campaign communicates these bold yet simple messages clearly and loudly to all our customers and members,” explained Jemima Bird, customer director for The Co-op.

Supporting the broadcast activity will be print advertisements communicating the 100% British message as part of the £10 million campaign. The advertisements display Co-op’s meat selection, from lamb shanks to chilled ready meals and sandwiches. These will be seen in national newspapers and sheet posters, and on bus sides.

“We’re proud to work alongside The Co-op in launching this campaign to highlight their pioneering commitment to sourcing 100% own-brand fresh meat from British farms,” commented Paul Lawson, chief executive of Leo Burnett London, the agency that created the campaign.

“This is a category first, which deserves to be shouted about with bold striking work, emphasising just how important buying Co-op British fresh meat is – because not only do you get great quality, you’re supporting British farmers and their communities one bite at a time.”

Earlier this week, the retailer also committed to sourcing 100% British own-brand frozen meat.

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