Written by Joe Jackson on Jun 16, 2022. Posted in Production News

Co-op launches new spot with Lucky Generals

Co-op has unveiled a new television advertisement with creative agency Lucky Generals. The project combines imagery of the retailer’s food range with people enjoying life and making the most of their local community. The 40 second spot launched on Wednesday June 15^th 2022 and the hero 60 debuts on Friday 17^th  during a Channel 4 Gogglebox break.

“We know that delicious food and drink is at the heart of our summer get togethers’ with friends and family and it tastes even better knowing that all our customers can help support community groups and programmes across the UK,” says Ali Jones, Customer and Community Director at Co-op. “Local community groups are a vital lifeline to many people and we’re committed to building stronger and more resilient communities and we thank all our members who are helping us to raise funds that lift up their community.”

From apprenticeships for young people to mental wellbeing services, Co-op supports thousands of local community groups and national organisations. The retailer wanted to use its latest TV ad to show customers they can give back to their community when they buy the company’s own brand range. Sequences from spot include: someone lifting a crate of fresh vegetables in a community garden, performances in a youth centre, and family baking time amid a flurry of flour.

“Now more than ever people are in need of more support, the campaign breathes life into summer food whilst showing that shopping at Co-op can make a real difference to your community,” adds David Mannall, Client Partner at Lucky Generals.

Following its television launch, a full multimedia campaign will cover print, OOH social and radio, with Kin + Carta producing the digital and web aspects of the work. Co-op had consultations with The Diversity Standard Collective (DSC) throughout the process, working with panels of consultants to ensure the work is accurately and fairly representative of the communities involved.

Creative Agency: Lucky Generals
Brand: Co-op
Production Company: Academy Films
Director: Billy Boyd Cape
Prod Co Producer: Juliette Harris
Editor: Billy Mead
Post Production: nineteentwenty
Post Production Producer: David Keegan
Colourist: Toby Tomkins @ Cheat
Music Clearances: The Hogan
Voice Over: N/A
Sound Design: King Lear
Sound Engineer: Dugal Macdiarmid