Young people who’ve benefited from the Co-op’s Local Community Fund are appearing in a Halloween advert for the retailer’s food stores.
Effingham Village Recreational Trust, and young players from Bookham Colts Football Club – both in Surrey – have taken a starring role in the TV commercial advertising the community benefits of buying the Co-op’s own brand Halloween products.
One percent of what Co-op members spend on Co-op own-brand products and services is given to the Local Community Fund – enabling members to support locally focused causes that boost the wellbeing of their communities.
The ‘Halloween is better together’ ad captures a community coming together for a children’s football match, with players dressed in Halloween costumes.
The campaign follows the Co-op’s ‘closer to you’ strategy, which focuses on getting closer to its customers and members – where they are, what they need, what they care about and what matters most to them.
Ali Jones, customer director at the Group, said: “Halloween is one of the biggest community events of the year. And community isn’t just about giving back money, it’s about understanding what communities need and helping our members get actively involved to make them stronger.”
Created by Forever Beta, the commercial has been appearing in ad the breaks of shows such as the Great British Bake Off, X Factor, Googlebox and Coronation Street.
Robin Gadsby, CEO at Forever Beta, said the ad combines spooky imagery with a heartwarming message, “showing how every oozy eyeball sold to its members helps to give something back to the community”.
The campaign also includes press, radio, outdoor and digital advertising. And, for the first time, the Co-op has developed five Halloween character shapes – a Frankenstein, mummy, pumpkin, skull and ghoul – which appear across its own-brand product packaging and promotions.