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.

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.

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.