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Industry NewsCalgary Co-op launches new ‘joyful’ advertising campaign

Calgary Co-op launches new ‘joyful’ advertising campaign


Calgary Co-operative Association Limited (Calgary Co-op) has launched a new advertising campaign intended to bring joy and fun to the lives of its 440,000 members and the communities it represents.

Playfully coining itself as the “Unofficial Sponsor of everyday at-home food and beverage moments, from sports parodies to the household crockpot countdown, to dinner with the in-laws, or the ongoing struggle to uncork a bottle of wine”—the Co-op team engaged UK sports commentator Nick Heath, who experienced international social media fame during last year’s lockdown when he narrated everyday occurrences through a series of social media and YouTube videos.

“The world has changed, and we want our members to celebrate and embrace the importance of everyday moments, letting them know that we believe those day-to-day moments, experiences and gatherings really matter,” says Penney McTaggart Cowan, vice president, Marketing & Marketing & Member Experiences. “This is part of our new creative strategy that also highlights our local produce and meat, our private brand products and our beer and wine offerings.”

The campaign will run across TV, radio and digital platforms, and will be complemented by in-store and flyer promotions and a personalized influencer activation. 

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