Co-op ‘Bins’ This Year’s Christmas TV Ad to Put Spotlight on Food Waste with Live Festive Spot

Instead of a traditional supermarket multi-million-pound TV commercial, this Christmas, Co-op is shedding a light on the power of real communities and raising the issue of access to food.

The centrepiece of the campaign, created by Lucky General was a two minute live ad starring TV personality, Dermot O'Leary and  TV chef and rapper Big Zuu that ran during Coronation street on the 26th of November. The first time a grocer has ever run a live Christmas commercial.  

The campaign focuses on the Community Fridges project it has set up in partnership with Hubbub, a British charity committed to working with diverse communities, running campaigns and projects that tackle social as well as environmental issues. The fridges which will be open over the festive period are a place where communities can gain access to fresh food, cook together and learn new skills.

Each Community Fridge redistributes an average of 2.4 tonnes of food per month. Now, Co-op is committing to doubling Hubbub’s network to 500 by funding a further 250 fridges, which will save a total of 34 million meals from going to waste annually.

For consumers to really understand the amazing work of Co-op’s Community Fridges, Lucky Generals and ITN Productions, in a partnership brokered by Dentsu agencies Carat UK and The Story Lab, filmed a live 2 minute broadcast from the Feltham Community fridge that saw hosts TV personality Dermot O’Leary and TV chef and rapper Big Zuu talking to individuals who run the Fridge and people in the community that use them. The rapper also cooked a festive meal in the kitchen using ingredients found in the Community Fridge.  

This live broadcast will be supported by a 10 second TV ad that will be running throughout December. In these cut-downs, Big Zuu explains that every time someone shops at Co-op they’re supporting local projects, like Community Fridges. Beyond the live ad, Co-op will be advertising the delicious Christmas food that helps support Community Fridges every time it is bought. It will be live across TV ads, print, radio, OOH, digital and social. 

Ali Jones, customer and community director at Co-op, commented: “Christmas is a great time to shine a spotlight on the things that matter most to us. Given the past 18 months and the challenges which clearly lie ahead, we wanted to highlight the importance of community in a real, genuine and positive way.  Our unique live advert will remind people that whilst not everyone can enjoy the same Christmas this year but that by co-operating we can create a fairer world in the future.”

Dermot O’Leary, TV presenter commented: “Everyone deserves food on their plate all year round not just this Christmas, so I'm pleased to give my support to this initiative. It’s been a horrendous 18 months for a lot of people. This shows the power of communities and what can be achieved when we all come together.”

Big Zuu, TV chef and rapper added: “Where I grew up, community was a way of life. People came together to support one another and for me, food is a mechanism for that not just at Christmas, but all year round.  It brings people together and ultimately when people come together good things can happen. I’m proud to be working with the Co-op to eradicate food waste and inspire local communities to come together and support each other.”

Danny Hunt, creative director at Lucky Generals, said: I love a Christmas ad. But this year we're committing to putting 250 community fridges into the heart of communities, felt like not only the right thing to do for brand like Co-op but the right thing to do as human beings. Executing such an important service we knew we needed to find a way to creatively get out of the way and show what a great job the fridges do and what an amazing place a Community Fridge can be.”