Co-op’s ‘strips back gloss of advertising’ in new campaign that ups community focus

The Co-op has unveiled an ambitious new campaign focusing on the difference its members make to their local communities.
Set to launch across the Easter Bank Holiday weekend, the campaign’s primary ad (see above), created by Leo Burnett, has a script performed by George the poet that touches on the way the brand’s members are changing people’s lives. The use of poetry taps into a recent advertising trend that has seen brands such as Nationwide also use poetry to fuel their TV c