• Co-op launches new TV advert to showcase its summer range
  • Ad is the first since the mutual returned to its 1960s cloverleaf logo
  • It will air for the first time on ITV tonight

The Co-op will launch its first TV advertising campaign since the return of its cloverleaf logo tonight to showcase its summer range.

The 40-second advert, titled ‘Be as unpredictable as summer’, will highlight a host of the mutual’s seasonal private-label products, including spicy barbecue chicken wings, red pepper hummus and prosecco.

It plays on the ‘little and often’ nature of modern-day shopping habits, following a group of friends who spontaneously decide to have a barbecue on the beach when the unpredictable British sun finally comes out.

Source: The Co-op

The Co-op has launched its first TV ad since returning to its iconic cloverleaf logo, titled: 'Be as unpredictable as summer'

The Co-op said the idea is designed to show how it “has everything covered” within its range, no matter what the weather.

The main 40-second advert, which will air for the first time during Emmerdale at 7pm on ITV, will be accompanied by four shorter 10-second ads.

As previously reported, the Co-op has gone “back to the future” by returning to its iconic 1960s cloverleaf logo and revitalising its membership proposition as it steps up its ‘rebuild’ plan.

Co-op customer director Jemima Bird said: “The Co-op new brand identity is an important move for us, made more significant because of our scale and reach.

“We are going back to being Co-op with a fresh new look as we reinvigorate the business to target families and millennials, which will resonate throughout our TV ad campaign.

“The British summer is a wonderful, if erratic, season and you need to be in the right state of mind to get the most out of it. The new Co-op summer campaign encourages just that – go where the sun is, where the fun is, think outside the box and be as unpredictable as summer.”