Duckworth Finn rolls out Co-op campaign

Duckworth Finn Grubb Waters is launching a TV and radio campaign for Co-operative Retail Services, positioning it as the no-nonsense neighbourhood store.

Duckworth Finn Grubb Waters is launching a TV and radio campaign

for Co-operative Retail Services, positioning it as the no-nonsense

neighbourhood store.



Three 40-second ads break on 4 October and will be supported by six

radio executions with another two scheduled to follow later in the

year.



The TV work features various scenarios where there is a need for a

convenience store offering a wide range of good quality food.



’In the supermarket retail sector, a lot of the action has moved back to

the high street, rather than out of town,’ Michael Finn, the managing

director at Duckworth Finn, said.



’The Co-op stores are on the nation’s high streets up and down the land,

so that is why we have chosen a ’localised’ strategy.’



’Kids’ party’ features a family dog who eats all the food a mother has

prepared for a room full of hungry children. Disaster is avoided as she

dashes around the corner to re-stock at the Co-op.



’Smoke’ shows a young couple burning the Sunday lunch they have prepared

for their in-laws, while ’Marco’ features a mum who is desperate to

impress her daughter’s new boyfriend with her culinary skills. The ads

show how all these problems can be solved by a trip to the local

Co-op.



The campaign was written and art directed by Claude Pasqualetti and

directed by Graham Rose of Rose Hackney Barber. Media planning and

buying are by Motive.



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