The Co-operative Group will use legendary singer Bob Dylan’s Blowin’ in the Wind as the soundtrack in an advertising campaign to be aired next month.
The campaign is the culmination of its work over the past two years to re-brand the entire operation, and estate of some 4,200 outlets.
The group, which has food, pharmacy, travel, financial services, legal services and funerals, will use the campaign to showcase what makes the Co-op different from other high street brands.
Co-op director of marketing Patrick Allen said: “When we put the ad together we were astounded that no one had ever used Blowin in the Wind in this context before. We felt the sentiments expressed in Dylan’s masterpiece summed up the optimism we have for The Co-operative.”
The Co-op is due to complete its acquisition of Somerfield in March.
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