All together now
Our fully integrated campaign kicked off in-store in early November and reached a crescendo on the 1st December with a 60 second TV commercial. The heartwarming ad features community music groups from across the UK coming together to perform a version of the famous Britpop track, Tender by Blur. It effectively highlights how music and food have the power to bring people together at Christmas to create something special.
From concept to collaborations
Forever Beta led the entire 360° integrated campaign, taking the core concept through the line and collaborating with Rocket (media planning and buying), Amaze (digital) and Fresh (experiential). The ad campaign also featured across Video on Demand, digital video, cinema, Out of Home, Digital Out of Home, press, radio, digital, social and a media first Channel 4 partnership.
When worlds collide
amazing things happen
To support the TV ads we created two short films to learn a bit more about the stars of our main ad. One film featured members of the Silver Choir, the other featured members of KYSO. The Silver Choir were formed with the purpose of bringing older people together who might otherwise feel isolated in the community and are affiliated to AgeUK. KYSO are an urban youth group from Manchester. They engage young people who are going through a tricky time and help them make positive changes in their community.
Results to sing about
Our TV ad reached 3 million users on social channels, and it was very well received with 84% positive/neutral statements on social channels. Co-op’s like-for-like sales growth over the last two weeks of December hit 6.2%, compared with 3.5% in the previous year...they sold over 16m mince pies and 500,000 litres of Prosecco! Over the whole festive season, sales of seasonal lines alone accounted for more than £61m, 9% higher than last year.
Now that’s something to make a song and dance about.