Latest Co-op TV ad pushes environmental credentials by promoting its compostable bags

Co-op is launching a new TV ad, highlighting how its quality products and environmental policies do good through the captivating conversation between two old friends.

This ad, entitled, Ice Cream, part of its recently launched “It’s what we do” strategy, and created by Lucky Generals, tells the story of how Co-op has replaced plastic carrier bags with environmentally-friendly alternatives as part of its strategy to tackle plastic pollution.

The warm and joyful ad stars two ladies, both open water swimming enthusiasts for many years, enjoying a dip in the sea. Completely unscripted, the execution not only explains how making purchases at Co-op, such as the Co-op Irresistible Swiss White Chocolate & Salted Caramel ice cream, can reduce the number of plastic bags given to consumers, but delivers the real-life heart-warming friendship of the two swimmers.

Co-op was the first national grocery retailer to make compostable bags available, with 1,000 stores giving out the bags in communities where they are accepted by the Local Authority in the household food waste collections. The carriers, which are priced at the same price as the conventional single-use plastic bags, have a secondary use as food waste caddy liners and can also be turned into peat-free compost along with the household food waste.

Ali Jones, Customer Director at Co-op said: “Building stronger communities by being a stronger Co-op is what we do and we are committed in helping our members and customers to make more ethical choices. Reducing the environmental impact of products is and always has been at the core of Co-op and the introduction of compostable bags in stores where local authorities accept them, is helping to reduce plastic contamination in a targeted way.”