Burnett reappears for Co-op as store ad wars crank up

The Co-op reappointed Leo Burnett to its account following a pitch and here’s the first new campaign, plugging fairtrade products but without lots of shots of gloomy-looking South American farmers. In fact it’s perkier all round than the agency’s previous work.

MAA creative scale: 7.

Might raise the odd eyebrow at Wieden+Kennedy, now charged with Sainsbury’s. It’s right out of their jolly food porn songbook, which they may have had in mind for Sainsbury’s.

Talking of W+K and its supermarket experiences, someone (not from W+K) told me the other day that the campaign it wanted to run for Tesco was a brilliant spin on ‘Every Little Helps,’ with various in-store initiatives showing what Tesco could do for the world at large. But Tesco chickened out – and we know what happened thereafter.

Tesco, now under new Dave Lewis management, moved to BBH and earlier this year they brought back a recast version of the family who appeared in the agency’s first effort in 2015. That campaign divided opinion, shall we say.

Is it Rob Brydon or a cheaper lookalike? An improvement although still a way to go.

But we complain about clients chopping and changing so maybe Tesco and BBH are right to persevere.

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