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.
Another key component of this cut through was a partnership with Channel 4, one of the leading terrestrial broadcasters in the UK. Working with Channel 4, we developed an idea that had never been attempted before - weaving Co-op into the fabric of the channel’s schedule by having a selection of singers from the Co-op TV commercial come together and sing the introductions to some of Channel 4’s most iconic programmes (Crystal Maze, Gogglebox, Countdown and The Snowman) in the ad break of the shows, in their own unique style. We negotiated that any promos were moved so that the partnership spots sat directly next to the start of the programme, leading to a seamless viewer experience.
No one, in Channel 4’s 35-year history, had ever attempted to obtain the licenses to the music of any of their programming. Our media partnership activated in the last week of the ATL Christmas campaign in the week building up to Christmas day, when each of the 4 chosen programmes were airing Christmas specials.
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.