The Co-op will be broadcasting the UK’s first ever live Christmas advert on ITV on Friday November 26, thanks to an ongoing charity partnership.
The convenience retailer won’t be joining the ranks of other stores by airing a traditional multi-million-pound Christmas commercial this year.
Instead, it will host the UK’s ever first live TV advert as part of its partnership with community fridge scheme Hubbub, as it pledges to highlight community solutions to food waste.
ITV will air a live link to a Community Fridge based in Feltham during tonight’s episode of Coronation Street, with the advert hosted by Dermot O’Leary and TV chef and rapper Big Zuu.
The Community Fridge Network was set up by the environmental charity in 2016. Each community fridge redistributes an average of 2.4 tonnes of food per month.
Now, Co-op is comminating to doubling Hubbub’s network of fridges to 500, saving 34 million meals from going to waste annually.
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The fridges will be open during the festive period, giving communities access to fresh food and a place they can cook and learn new skills.
“Christmas is a great time to shine a spotlight on the things that matter most to us,” said Ali Jones, customer and community director at Co-op.
“Given the past 18 months and the challenges which clearly lie ahead, we wanted to highlight the importance of community in a real, genuine and positive way.
“Our unique live advert will remind people that while not everyone can enjoy the same Christmas this year but that by co-operating we can create a fairer world in the future.”
Additionally, Co-op is enabling local groups and individuals to apply for funding to set up their own community fridge through their online support community, Co-operate.