Leo Burnett London Embraces a Summer of Spontaneity for the Co-op

The Co-operative Food launched its summer TV ad on Wednesday (3rd June) to celebrate how shopping at the Co-operative can help you embrace a summer of spontaneity.

The campaign is a response to the changing ways that people are shopping - With many moving away from the big weekly shop, and in turn shopping for little, but more frequently. With so many stores in the UK, The Co-operative is perfectly placed to embrace this trend and it was from this insight that the line, ‘Little. Often. Co-op’ was born. 

The 30 second ad recognises that The Co-op is there wherever and whatever you are doing this summer. Whether it be ketchup for your last minute barbeque burgers or a pizza for when the weather takes an unexpected turn, The Co-op has everything you need to enjoy your summer. 

The film is broken in to a series of rhythmic triplets. The first two scenes of each show people enjoying their summer, but we soon realise, they are missing that one little thing to make it perfect. 

The third of the triplet hails The Co-operative as the hero at the end of every scenario, whether it be replacing a dropped ice cream or an emergency dinner when heavens open during your barbeque.

Steve Hammett, Customer Director at The Co-operative Food, said: “As a convenience retailer we are better placed than anyone to use our store locality to our advantage – Summer behaviour naturally lends itself to being spontaneous, and therefore ‘popping in’ or ‘little and often’ is the perfect way to describe how our customers will be using us.

“Buying what you need, when you need it, is liberating and practical. It opens up all the possibilities that daily life throws at us,​and it’s what The Co-op does best.”