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The Co-operative Food plays with seasonal associations in its new summer campaign. The work was created by Leo Burnett and features It’s The Most Wonderful Time Of The Year by Andy Williams. The TV ad begins with what appears to be snow falling before turning into a celebration of the British family barbecue. Christmas traditions are then turned on their head, with a child making sand angels instead of snow angels, and a couple kissing beneath a salad leaf. The spot was written and art directed by Graham Lakeland and Richard Robinson, and directed by Joshua Neale through Smuggler.