The Co-operative Food "everyday essentials" by Leo Burnett

The Co-operative Food has launched a price-focused campaign that stresses the importance of staple goods. Leo Burnett created the work, which comprises TV, outdoor, print and radio activity. The TV ads show bacon and bread as catalysts for greater things, such as making apologies and rousing stubborn teens from their sleep. After showing how important the products are, the voiceover explains "that’s why we charge so little for it". The work was created by Richard Robinson and Graham Lakeland, and directed by Vince Squibb through Gorgeous.

Become a member of Campaign from just £51 a quarter

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

SUBSCRIBE