Calgary Co-op has launched a marketing campaign that playfully celebrates the everyday.
The locally owned co-operative tapped U.K. sports commentator Nick Heath to narrate new TV and radio spots. Heath rose to social media fame during last year’s lockdown when he narrated hilarious play-by-plays of people doing mundane things, like waiting for a bus and crossing the street.
In the campaign, Calgary Co-op coins itself the “Unofficial Sponsor” of everyday at-home food and beverage moments, from the crockpot countdown, to dinner with the in-laws, or the ongoing struggle to uncork a bottle of wine.
“Through the pandemic, we’ve all grown to appreciate celebrating the moment,” says Penney McTaggart Cowan, VP, marketing & marketing & member experiences at Calgary Co-op. “We felt that we had a fantastic opportunity to celebrate and embrace the everyday moments, and when it comes down to it, food is at the core of those everyday moments.”
The campaign, which also includes out-of-home and in-store and flyer promotions, is part of a new creative strategy for Calgary Co-op that also highlights its local produce and meat, private-brand products, and beer and wine offerings.
“We’ve always highlighted food and prided ourselves on local, but now we’re focusing on what brings us together,” says McTaggart Cowan. “I think we’re really connecting to that human emotion in a stronger way.”
The TV spot, for example, shows a young couple busily preparing for a big occasion: dinner with the future in-laws. The ad highlights local products, including Only Alberta top sirloin oven roast, while the narrator Heath provides humorous commentary like, “Wine glasses down. The judges will love that.”
“[The couple is] working together but highlighting our local products in that moment,” says McTaggart Cowan. “The customers we attract are foodies, or people who embrace ingredients and quality. And so, we wanted to make sure we weave that through, while appealing to younger consumers as well.”
At the same time, the sportscaster-like commentary adds “lighteness and levity,” says McTaggart Cowan.
Calgary Co-op worked with creative agency Daughter on the new strategy and campaign. In a news release, Stephanie Kochorek, creative director at Daughter, said: “With the uncertainty of the pandemic, we wanted to treat members to some much-needed lightness. We worked closely with the Calgary Co-op team across all lines of business to develop a new territory that makes the most of every moment.”
The campaign runs until late October and after a pause, it will return for the festive season.