The Co-operative Food has unveiled a bold summer TV advertising campaign which uses Christmas music to soundtrack a sunny barbecue.

The advert, which was created by Leo Burnett and launches tomorrow, is soundtracked by The Most Wonderful Time of the Year by Andy Williams, suggesting that the great British summertime is the best time of the year.

The ad depicts petals falling, a child making “snow angels” in the sand and man who looks like Santa Claus in an ironic nod to its festive soundtrack while showing a family playing and dining in the sunshine.  

The Co-operative Food head of marketing Helen Nunn said: “This exciting, new creative plays on everyone’s emotional attachment to two key events - summer and Christmas - and will showcase our delicious summer food offering, highlight our great money-saving deals, and demonstrate that we have everything shoppers need for summer, right on their doorstep.”

Nunn said the retailer is “perfectly placed” to provide local, convenience food for barbecues through its 2,800 stores in every UK postal area.

The campaign sits under the retailer’s Here For You For Life strapline.

 

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