The Co-operative Group has launched a new advertising campaign to promote its new Loved By Us range of chilled ready meals and pizzas.

The two TV ads feature a young couple trying to trick each other into thinking they have produced a quality, home-cooked meal, while the ‘Great Pretender’ plays in the background.

Given the tagline, ‘Food so good, anyone would think you’d made it yourself’, it follows The Co-op’s ‘homegrown’ campaign.

The first ad shows the lady pretending to produce a homemade beef stroganoff for her partner. The second 30-second clip, which will show on 2 October, will include the male partner using The Co-op’s prosciutto, portobellini mushroom and mascarpone pizza as his own.

Both commercials were directed by Steve Reeves at Another. Reeves also produced two shorter 10-second product and prices spots in the campaign.

Alongside the TV ads, Leo Burnett has created three 30-second radio commercials which play on the same themes.

Andrew Mann, customer director at The Co-operative Food, said: “We wanted a fun and lively campaign to illustrate the convenience, quality and tastiness of our new and improved product ranges, which include delicious new chilled ready meals and pizzas. The campaign will take our own-brand products to a new level and will encourage customers to re-appraise The Co-operative brand.”

The TV and radio ads form part of a wider campaign, which also includes print, outdoor, social media activity and in-store communications. 

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