Co-op will be airing its “scaled back” Christmas television advert tomorrow, with no celebrity endorsements.
The retailer has delayed this year’s TV campaign in response to consumer research that found 86% of shoppers thought brands spent too much on their festive advertising. Also that 61% wanted marketing budgets scaled back in favour of giving more back to local communities.
The brand has promised a £19m give-away to community groups to show how “community, food and Christmas is better together.”
That sharing message is the thread of the TV commercial, which was created by Manchester and London agency Forever Beta.
