Core disciplines: Advertising/Creative, Branded content, Digital



Co-op put “togetherness” at the heart of their Christmas campaign, which showcased their continuing focus on local communities. They did this by bringing together diverse musical groups from across the UK to sing the Blur classic ‘Tender’ for their Christmas TVC.

Our challenge was to cut through in at hugely competitive time of the year, with budgets dwarfed by their main supermarket competitors. A key component of this cut through was a partnership with Channel 4 that wonderfully amplified the concept of “Christmas is coming together”.

Working with Channel 4, we developed an idea that had never been attempted before - weaving Co-op into the fabric of our schedule by having a selection of singers from the Co-op TV commercial come together and sing the introductions to some of Channel 4’s most iconic programmes in the ad break of the shows, in their own unique style.

We began by identifying 4 key programmes across the Christmas period (Crystal Maze, Gogglebox, Countdown and The Snowman) that not only resonated with the Co-op and Channel 4 audiences, but held prominent positions in the schedule, giving the campaign maximum scale and reach.

Drum and Channel 4 worked together to ensure the 20 second spots sat last in the break just before the shows were due to start. We negotiated that any promos were moved so that the partnership spots sat directly next to the start of the programme, leading to a seamless viewer experience.

In a wonderful build to the partnership, Channel 4’s continuity team got into the spirit of ‘togetherness’ by adding their own musical renditions whilst introducing the shows, straight after the Co-op choir.

The partnership (which brought together an incredible 13 different stakeholders) resulted in a ‘first of its kind’ Christmas partnership that embodied the Co-op messaging of ‘Christmas is coming together’ which was woven into the heart of the Channel 4 Christmas schedule.




Co-op saw incredible results at Christmas, achieving +6.2% like-for-like sales YOY. This outperformed the market, despite a much lower media spend than all competitors.

From research, we found:

50% of 294 respondents agreed the partnership stood out from other Christmas adverts

This increased to 64% amongst Crystal Maze viewers

All metrics for intention to shop at Co-op increased

Most importantly, the key message respondents took from the partnership was that Co-op is encouraging ‘Christmas is a time for sharing and family’.


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