Alison Head of Projects
The Co-operative Group is unique amongst food retailers as their focus is on operating smaller stores in local communities rather than competing with the ‘big four’ supermarkets by opening large ‘multi-stores’ that focus on price and range. They also market the ‘co-operative difference’, with an ethical stance on sourcing and using Fairtrade. Because of these ethics, they need their food advertising to reflect what they believe in, whilst having a warm, ‘local community’ feel.
Their summer campaign for 2013 focuses on summer fun – with a twist. The first few seconds of the ad are sure to leave consumers wondering what a song associated with Christmas, and what looks like snow falling, is doing in a summer advert! We soon realise it is blossom falling from the trees and summer is actually here. The idea behind this food advertising campaign is re-branding ‘the most wonderful time of the year’ (the song used, sung by Andy Williams) for their food and the summer season, Christmas isn’t the only season to be jolly! TV advertising, You Tube and online web merchandise help spread the message that summer has arrived and that the Co-operative are the perfect choice for food. Have a peek below at the TV advert…
Have you thought of food advertising this summer? This sunny season is a key time for food businesses as you can focus on important summer products and make them stand out. The Co-operative aligns summer deals with their summer campaign by displaying them on their website for maximum effect, alongside their advert.
If you would to create a campaign that turns up the heat this summer, talk to us. Here at EAT marketing we can help you devise marketing plans that work. Not only can we help make your food advertising look great, we’ll show you how to strategically pick out the best ways to market your products to suit your business. Call or email us today to arrange a no obligation chat and watch your food business sizzle!
We look forward to hearing from you.
