CWS has recruited Aardman Animations ­ creator of the Chicken Run movie ­ to produce its new £12m tv ad campaign devised by Partners BDDH. In what is being hailed as a groundbreaking campaign, the humorous ads feature computer generated animals in real life settings. The first stars a couple of bees who are shown using the Co-op's stores as a convenient place for top up shopping, while the second shows how a family of sheep benefit from the society's Dividend loyalty scheme. A third family will appear in the autumn ­ in ads that will probably underpin the Co-op's position as a responsible retailer. There are six different ads in the first burst of the campaign ­ two for each family'. The campaign, which goes on air in selected tv regions next week, also features a new strapline. It's a family thing' has been replaced by There for you' ­ said to reflect the Co-op's efforts to meet the shopping needs of all consumers. CWS has earmarked a total of £16m for its marketing campaign, which will include press ads featuring its animated characters. {{NEWS }}