Co-op's Festive Choir on C4

Channel 4


Co-op faced the classic business challenge of trying to stand out from a raft of competitors with far superior budgets, made all the more significant since it’s traditionally well-known that it is the most important time of year for supermarkets. We came up with a campaign that took the essence of the Co-op branding and elevated the Co-op choir right into the heart of Channel 4’s Christmas. This involved the choir taking on the challenge of singing, in acapella style, some of Channel 4’s most iconic programme scores. In a truly unique media first, we worked with both major music publishers and our programme makers to create a wonderfully festive Christmas partnership with the Co-op.

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