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Co-op and ITV launched a live advert on Friday 26 November which showcased the power of communities through Co-op’s partnership with environmental charity Hubbub.

In a partnership brokered by dentsu agencies Carat UK and The Story Lab, produced by ITN Productions, and broadcast in the centre break of Coronation Street, the live 120” ad features Dermot O'Leary and Big Zuu and centres around a Community Fridge at the Afghanistan and Central Asian Association Community Centre in Feltham.

The Community Fridge network aims to bring people together to eat, connect, learn new skills and reduce food waste.

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 Ali Jones, Customer and Community Director at Co-op

This Christmas, Co-op is committing to doubling Hubbub’s network of fridges, by funding a further 250, which will save a total of 34 million meals from going to waste annually. 

As part of the live ad, one of the Feltham volunteers teaches Big Zuu and Dermot how to cook her favourite vegetarian curry, showcasing how the community fridge brings people together to learn new skills.

The on-air moment launched with a bespoke ITV Proudly Presents introduction. A shorter version of the advert is running on both airtime and VOD supported by social, print and out-of-home activations, encouraging the nation to find out more in their local area and make it a Christmas cause to remember.

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Co-op’s campaign is a real chance to transform lives this Christmas and through working together on this innovative live advertising moment, we’re able to amplify their Community Fridge message and ensure that it reaches communities across the UK through the power of TV. Mark Trinder, ITV Director of Commercial Sales and Partnerships

ITV and Co-op already have a long-standing Product Placement commercial partnership with the Co-op store featuring on the Coronation Street cobbles since 2018.

Watch the ad now

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