The Co-operative Wholesale Society is launching its first national
advertising campaign for 20 years this weekend with a series of
commercials starring the relatives of famous people.
Jeremy Beadle’s wife, Sue, Claire Rayner’s daughter, Amanda, and Peter
Stringfellow’s son, Scott, all appear in the first crop of ads, part of
a pounds 5 million campaign, which also introduce a new endline: ’The
Co-op. It’s a family thing.’
Created by Partners BDDH, each commercial adopts a style redolent of the
celebrity whose relative features in it. A spot with Amanda Rayner, for
example, ostensibly talks about how easy it is to determine the contents
of packaged food because of the Co-op’s clear labelling policy, but it
is done in the emotive style of an agony aunt column. When Rayner helps
a man find out whether an item is high in fat, he becomes obsessed with
her and unknowingly writes to her mother for advice.
A second film on the same theme features Sue Beadle plotting to get her
own back on her prankster husband by choosing foods with high salt and
fat content, while a third publicises the Co-op’s recently introduced
dividend card using Scott Stringfellow.
In this execution, the son of the famous Casanova practises corny
chat-up lines on various items from a Co-op supermarket. Finally, he
gets to the check-out and a beautiful woman asks him if he comes here
often. ’Yes, quite a lot, actually,’ he smirks expectantly. ’You should
get a dividend card,’ she replies.
Owen Lee, the writer, and Gary Robinson, the art director, invited Colin
Gregg, who directed the Blackcurrant Tango ad, to direct the films,
which were shot through Eclipse.
They will be supported by radio ads and a national press campaign in the