The Co-op has abandoned its multi-million TV commercial this Christmas to raise awareness of affordable community food projects helping to tackle household finances as the cost-of-living crisis continues to intensify.
As part of its long-term commitment to ensure communities have better access to sustainable food solutions at all times, especially this Christmas, the symbol group retailer has partnered with membership-based food scheme and community hub, Your Local Pantry.
As part of the collaboration, TV chef and rapper Big Zuu will host a live show from Your Local Pantry in Peckham, demonstrating simple and nutritious meals for a few pound.
He will also meet the volunteers at the establishment, being joined by chef and presenter Miguel Barclay, who offered tips and tricks to make groceries go further.
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“Whilst many of our competitors are also adapting their Christmas ads to reflect the mood of the nation in a cost of living crisis, we are going further by pulling our ad altogether,” CEO Shirine Khoury-Haq said.
“In doing so we will be shining a light on the need to support vital community causes, throughout the year and not just at Christmas, especially with a deep recession looming.”
“Our unique Co-op membership continues to drive our thinking and through our members incredible support, we are able to channel our resources and make local differences in ways no others can match. Through their ongoing commitment we can make society fairer and more co-operative.”
Big Zuu added: “Everyone deserves access to great quality food at affordable prices.
“I hope that by visiting the Peckham Pantry and cooking up some healthy, tasty and more affordable meals with the team, more people in need will seek out community initiatives like Your Local Pantry.
Through the new partnership, the Co-op and Your Local Pantry aim to support over 32,000 households over the next three years, saving Local Pantry members almost £5 million on shopping bills.
