Instead of a traditional supermarket multi-million-pound TV commercial, this Christmas, Co-op is shedding a light on the power of real communities and raising the issue of access to … read morefood. The centrepiece of the campaign, created by Lucky General was a two minute live ad starring TV personality, Dermot O'Leary and TV chef and rapper Big Zuu that ran during Coronation street on the 26th of November. The first time a grocer has ever run a live Christmas commercial. The campaign focuses on the Community Fridges project it has set up in partnership with Hubbub, a British charity committed to working with diverse communities, running campaigns and projects that tackle social as well as environmental issues. The fridges which will be open over the festive period are a place where communities can gain access to fresh food, cook together and learn new skills. Each Community Fridge redistributes an average of 2.4 tonnes of food per month. Now, Co-op is committing to doubling Hubbub’s network to 500 by funding a further 250 fridges, which will save a total of 34 million meals from going to waste annually. For consumers to really understand the amazing work of Co-op’s Community Fridges, Lucky Generals and ITN Productions, in a partnership brokered by Dentsu agencies Carat UK and The Story Lab, filmed a live 2 minute broadcast from the Feltham Community fridge that saw hosts TV personality Dermot O’Leary and TV chef and rapper Big Zuu talking to individuals who run the Fridge and people in the community that use them. The rapper also cooked a festive meal in the kitchen using ingredients found in the Community Fridge. This live broadcast will be supported by a 10 second TV ad that will be running throughout December. In these cut-downs, Big Zuu explains that every time someone shops at Co-op they’re supporting local projects, like Community Fridges. Beyond the live ad, Co-op will be advertising the delicious Christmas food that helps support Community Fridges every time it is bought. It will be live across TV ads, print, radio, OOH, digital and social.
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