The Co-operative Group is planning to make a ‘Big Deal’ out of Christmas to highlight its value credentials to shoppers.
From Wednesday, the society will run a 20-second TV ad featuring Simon and Sarah, the husband and wife from its ‘Passionate Plea’ campaign earlier this year. Set in the family home, Simon will serve party food, which is on a three-for-two offer, to his wife and friends.
The Co-op Group has also been running 10-second product ads throughout November and will continue to run them in December to promote its ‘Big Deals’ on Christmas food such as roast joints, snacks, wine and beer.
Scottish actor John Hannah will provide the voiceover for the ads, which will run during primetime TV programmes such as The X Factor and Coronation Street.
The society’s Christmas advertising would include a digital campaign, major national press exposure and door-to-door leaflets reaching more than eight million people a week, added a spokesman.
“It will emphasise the value available locally to customers this Christmas at The Co-operative,” she added. “The main focus is on our Big Deals.”
The approach is different from that of The Co-op’s larger rivals, which have each launched a standout big Christmas ad with a series of smaller ads to anchor it. The Co-op’s last big Christmas ad ran in 2008, featuring a cover of the Connie Francis hit Warm This Winter.