Three times Lucky Generals commanded the public's attention with Co-op campaigns

The Co-operative handed its £50million creative account to Lucky Generals in 2018.

Since then the London marketing agency has created a series of unforgettable campaigns for the retailer - most recently on its Christmas TV campaign, the first live Christmas advert from a grocery brand.

Here are some of The Co-op and Lucky Generals' best campaigns from the past few years.

The First Live TV Ad from a UK Grocer 

Bypassing the usual choice of retailers to run multi-million-pound Christmas TV advertising campaigns, Lucky Generals created a two-minute live spot for this year's seasonal campaign.

It ran during Coronation Street on ITV1 on November 26th and starred Dermot O'Leary alongside TV chef and rapper Big Zuu, highlighting the issue of food poverty in association with British charity Hubbub - which has set up a Community Fridges project alongside the Co-op.

Dentsu agencies Carat UK and The Story Lab brokered a partnership between Lucky Generals and ITN Productions to create a two-minute live broadcast from a community fridge in Feltham, with O'Leary and Big Zuu talking to the people running and using the resource.

Co-op's First Day Out Campaign

The Co-op introduced "the most extensive in-store recycling scheme for soft plastic, plastic bags and product wrapping in Europe", making soft plastic recycling units available at 1,500 Co-op stores in July 2021.

The 'First Day Out' campaign was also created by Lucky Generals, produced by Park Pictures with sound and music handled by London-based Rascal Post.

As society made steps towards returning to normality post-pandemic, the advert featured an old man noticing the ‘normal’ things we've missed in one of his first trips outside his home.

Co-op's Moving 2020 Christmas advert

The shop's Christmas ad for 2020 had another community focus. Two boys from south Leeds took centre stage in the 'Round Are Way' advert created by Lucky Generals, which featured West Yorkshire brothers Roco and Austin busking outside their local Co-op.

The duo sing the Oasis song in the popular seasonal advert, which was heartwarming and moving. It's media agency was Dentsu Aegis Network, produced by Academy with post-production handled by Time Based Arts.

Ali Jones, customer director, said: "I love its simple and easy portrayal of how special moments can happen when family, community and goodwill come together."