The campaign will aim to encourage consumers to take a fresh look at the produce available in their local Co-op stores, and explain that there is a large range of Freedom Food meat and eggs, as well as fresh and organic food.
A TV ad launches a new endline for the stores: "We go further so you don't have to. It is designed to articulate that Co-op has a broader range to offer shoppers than they may have thought.
The ad, which breaks on 1 July, introduces Andy's bee friend Kenneth, alongside the couple. It opens on Kenneth singing Copacabana. He flies into the Co-op store to find Andy and Karen shopping. They join him in song, and the ad culminates with all three bees singing the chorus.
The TV spot will be supported by a national press campaign to articulate the store's various policies, such as fair trade and no animal testing on toiletries. Forthcoming press ads will appear across a range of magazines and newspaper supplements. Media planning and buying is through MediaCom North.
The campaign was written and art directed by Phil Wilce and Dave Stansfield.
It was directed by Will Byles through Soho 601. Photography is by Tony Chau.