The Co-operative Supermarket was founded in Manchester and as a brand is entrenched in UK communities with a customer loyalty scheme that supports local groups and enterprises. For its Christmas Campaign, Drum needed to cut through the noise at a highly competitive time of year.
To do this Drum put the notion of ‘togetherness’ at the heart of the campaign creating four 20 second films that see a group of Christmas carol singers, consisting of a beat boxer, tenors and sopranos, sing acapella versions of iconic television theme tunes. The singers and musicians featured in the spots were all members of real community choirs based in and around Manchester.
After the airing of the campaign, Co-op saw an incredible 6.2% growth in sales. Research also showed that 48% of viewers felt more positively towards the brand and 64% claimed it stood out from other Christmas ads. By licensing the music to these iconic programmes, Co-op created a natural and engaging partnership between the brand and media partner that stood out from other Christmas ads.
Hearts & Science