Co-op goes tactical with royal baby ads

The Co-operative is running tactical royal baby ads across commercial radio stations owned by Global Radio, Bauer Media, Absolute Radio and Real & Smooth Ltd.


Co-Op Royal Baby - Magic London - 7am.mp3


Co-Op Royal Baby - Capital London - 6am.mp3


Co-Op Royal Baby - Real Radio Wales - 6am.mp3


Co-Op Royal Baby - Heart London - 7am.mp3

The Co-operative: runs tactical royal baby ads across UK radio stations
The Co-operative: runs tactical royal baby ads across UK radio stations

The ads, created by Mood Media, were made in advance and distributed to 290 stations across the UK. Staff at the stations went back in to their offices last night when the news broke, to ensure the copy would be ready to go at 6am today.

The radio industry approached the Co-op and its media agency Rocket in advance to suggest the food retailer advertise across the commercial radio industry, by buying spots next to the morning news bulletins.

Global Radio sells spots next to the news on the hour in the mornings, Newslink, on behalf of the majority of stations, allowing brands to buy a national campaign across stations such as Bauer’s Magic 105.4 in London and Global’s Capital Yorkshire.

According to a spokeswoman for the Radio Advertising Bureau, over the course of this morning, the Co-op Foods copy will have been heard by more than 10 million people right next to news reports featuring the birth of the royal baby.

The Co-op was one of many brands to run tactical press ads on following the birth.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content