Co-op is tackling expensive price perceptions and helping shoppers avoid the ‘big shop faff’ in a new advert highlighting its Aldi Price Match initiative.
The ad is the latest development of its ‘Pop to Co-op’ campaign, which launched earlier this year in partnership with VCCP, showing that convenience delivers “great value” as people face pressure from rising food prices.
The campaign aims to highlight that shoppers don’t have to compromise on shopping conveniently because of price, with Co-op offering all the value of a big shop “without the time, hassle and frustrations that come with it” through its Aldi Price Match scheme, which launched in 2025.
The 20-second film highlights reasons to avoid the “big shop faff”, such as wonky trolleys, endless aisles, and trips that can take several hours.
Co-op said its message to shoppers was: “Why put yourself through the faff when you can simply pop to Co-op and pick up great value, good quality and responsibly sourced products?”
“Through this new creative we are showing our members and customers that there’s no value compromise to shopping conveniently, and they can enjoy the ease of a small shop experience, alongside the benefit of great prices on the items they want to buy,” said Co-op marketing director Sam Walker. “I’m delighted with the new campaign, which perfectly reflects our tone of voice and our position as the UK’s leading convenience retailer.”
VCCP creative director Rachel Morris added: “Why put yourself through wonky trolleys, 97 aisles of tat and a shopping trip that takes all afternoon when you can get Aldi Price Match value by simply popping to Co-op? It’s value, without the big shop faff.”
The integrated campaign, with media planning and buying by Dentsu, will run across the UK from 9 September until 20 October across TV, radio, OOH, social and display.
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