The campaign, by McCann Erickson, doesn't mention any of the group's businesses, but focuses on the group's commitment to tackling climate change, reducing worldwide poverty and its Fair Trade projects.
The ads, which air next month, will introduce the strapline ‘Good for everyone' and feature one of the world's most well known protest song's: Blowin' in the Wind by Bob Dylan. The song became an anthem of the American Civil Rights movement and countless other causes and this is the first time it has been licensed in an ad in the UK.
It is rare for Bob Dylan to license his recordings to TV ads. The singer has been recording music for five decades and his most recent tour sold out in minutes.
The campaign is the culmination of a two-year rebranding project of the entire Co-operative Group. Patrick Allen, the group's marketing director, said that the group plans to increase its ad spend by £60m this year.
The Group spans several sectors including Food, Funerals, Travel, Pharmacy, Financial Services and Legal Services. It has 4,200 outlets and is aiming to use the campaign to emphasise its differences.
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