It is believed to be the second time a brand has taken up the entire middle ad break during the popular ITV1 soap opera. In 2004, McCain rolled out a three-minute ad during Coronation Street to celebrate its 25th anniversary.
The TV execution, by McCann Erickson, will make its debut on Monday 16 February at approximately 7:40pm.
A 60-second ad will subsequently run for four-weeks, before returning to screens in July and August. The ad ends with the strapline, ‘Good for everyone'.
The campaign marks the culmination of a two-year rebranding process, in which The Co-operative has worked to refit its 4,300 outlets across the UK.
TV ads, featuring Bob Dylan song ‘Blowin' in the Wind', show a child blowing the seeds from a daffodil clock and the seeds fly across the globe. The ad then displays several different scenes depicting The Co-operative's charitable work in the community.
Group marketing director Patrick Allen said that all future campaigns will focus on the corporate social resposibilitywork and ethical positioning of the brand and its trading businesses, including Co-operative Food, Travel and Financial Services.
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