Instead of a traditional supermarket multi-million-pound TV commercial, this Christmas, Co-op is shedding a light on the power of real communities and raising the issue of access to food. The centrepiece of the campaign, created by Lucky General was a two minute live ad starring TV personality, Dermot O'Leary and TV chef and rapper Big Zuu that ran during Coronation street on the 26th of November. The first time a grocer has ever run a live Christmas commercial. The campaign focuses on the Community Fridges project it has set up in partnership with Hubbub, a British charity committed to working with diverse communities, running campaigns and projects that tackle social as well as environmental issues.
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