Real-life open water swimmers discuss Co-Op's compostable bags in this charming spot

Ad by Lucky Generals promotes the supermarket's environmentally-friendly alternatives to plastic

Published On
Aug 08, 2019

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As food retailers in the U.K. comer under increasing pressure to reduce their use of plastic, supermarket chain Co-Op is introducing compostable carrier bags in its stores.

To promote the move, it has a charming new spot out from agency Lucky Generals in which two older ladies who are real-life open water swimming enthusiasts are filmed taking a dip in the sea. The unscripted spot, directed by MJ Delaney at Merman, explains how making purchases at Co-op (including for products like its ice-cream) can reduce the amount of plastic pollution in the ocean.  It's part of the retailer's ongoing "It's What We Do" campaign, which highlights how the ethically-focused brand invests in communities. 

The Co-Op change comes as other retailers are trialing ways to cut down on plastic -- last week Waitrose said it would extend a trial of stores where customers are encouraged to bring their own containers for products such as pasta, vegetables and fruit. 


Aug 08, 2019
Client :
Agency :
Lucky Generals
Director :
MJ Delaney
Production Company :
Production Company Producer :
Lucy Tate
Executive Producer :
Siobhan Murphy
Editor :
Rebecca Luff
Editing House :
Post Production :
The Mill
Sound Design :
James Cobbold
Audio Post-Production :

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