The Co-operative Group is sprinkling a Christmas theme over its latest summer ad, rebranding the season as “the most wonderful time of the year” and rehashing Andy Williams’ famous winter ballad.
The retailer’s new TV spot transposes Christmas motifs to a golden summer day, with children making ‘snow angels’ in a sandbox and a couple kissing under a sprig of salad instead of mistletoe.
“This exciting new creative plays on everyone’s emotional attachment to two key events – summer and Christmas – and will showcase our delicious summer food offering, highlight our great money-saving deals, and demonstrate that we have everything shoppers need for summer, right on their doorstep,” said The Co-operative Food’s head of marketing, Helen Nunn.
The TV campaign will be backed by an outdoor and national press campaign.
The Christmas theme even extends to social media, with The Co-op’s Twitter feed celebrating summer with 12 days of prizes to be won. A Facebook campaign in July will feature “an advent-calendar style countdown with summer food ideas, recipes, tips and deals”.
Last week, The Co-op launched a travelling pop-up restaurant that will visit eight UK cities in a bid to attract younger shoppers to its food.
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