[Crimson Dynamo]

Co-op responds to Xmas ad ennui by 'delaying' festive campaign and donating to good causes

The retailer is to launch its Christmas ads later than usual and donate savings to charity as research shows consumers are tiring of big-budget campaigns



Co-op is to hand out nearly £19m to good causes, money it says it has partly recouped by not beginning its Christmas TV ad campaign until 1 December.

The company's approach – which is entirely at odds with that of most retailers – is built on the back of research that found 86% of shoppers think brands spend too much on their festive campaigns and nearly two-thirds (61%) want to see marketing budgets scaled back in the run-up to Christmas.

Co-op has said that, in response to its findings, it will hand out almost £19m to support 4,000 local communities and charities.

https://www.campaignlive.co.uk/artic...causes/1497910