Co-op summer advert 2013

The Co-op’s summer advert has a Christmas theme

The Co-operative Group has reduced the number of times the backing track of its new summer ad campaign is played in its stores following staff and shopper complaints.

The society launched a new TV ad last week. To the tune of the Andy Williams Christmas hit ‘It’s the Most Wonderful Time of the Year’, the ad shows families getting together to celebrate the summer - complete with Christmassy references to children making ‘snow’ angels in the sand and a couple kissing under salad leaves.

The track is also being played throughout the day via The Co-op’s in-store radio. “Having to listen to it all day = terrible,” one member of staff posted on Facebook. Another posted: “It’s ridiculous. In some ad breaks they were playing it three times in a row.”

And a shopper wrote: “I promise you I will shop at Co-op every day. I’ll get a members card, I’ll force all my friends to get one. Just please, please, please stop playing the godforsaken Christmas song.”

The Co-op Group responded on Facebook that its radio team had “already decreased the number of times the ad is played on the radio by half” and that it would “continue to review this”.