Co-op’s £10m splash to spread the word

THE Co-operative Group is taking over the airwaves as part of a £10m brand campaign.

The Manchester-based mutual giant will make TV history when it takes the entitre advertising break slot in Coronation Street at 7.40pm on February 16.

It is the first time an advert of this length has secured the whole break in the middle of ITV’s best-watched soap.

The two-and-a-half minute advert will be set to Bob Dylan’s iconic ‘Blowin’ in the Wind’ soundtrack, will after its initial showing, be seen in cinemas in full and in a shorter form for the next month.

The group, which operates a wide range of businesses, from food retail, funerals, travel, pharmacy, financial services and holidays, will use the commercial to explain what makes it different from other high street brands.

Patrick Allen, marketing director at The Co-operative Group, said: “The co-operative is extremely proud of this campaign and we are delighted that we have been able to secure the exclusive revealing of our new brand in such a high profile manner.

“Coronation Street is a national institution like The co-operative so that’s why we’re thrilled to have secured this space which will allow millions of people to take part in TV history and see our brand and values.

“Our brand vision is ‘Good For Everyone’ so it’s only right that we had a launch that could be seen by millions of people across the country.

“We have invested heavily in the re-branding exercise and now through this advertisement and its iconic Bob Dylan music we can tell everyone about The co-operative.””

Industry sources believe the cost of the two-and-a-half minute advert will be more than £300,000.