Co-op books live Christmas charity ad break on ITV

ITV will air a live ad break for the Co-op tonight to help tackle food poverty and waste in the UK.

The live two-minute spot will appear in the centre break of tonight’s episode of Coronation Street. It will feature The X Factor presenter Dermot O’Leary and musician Big Zuu (pictured, above) in the Afghanistan and Central Asian Association Community Centre in Feltham.

A volunteer for environmental charity Hubbub, a partner of the Co-op, will cook them her favourite vegetarian curry from the community fridge showing how this network can help feed and teach local people new skills while reducing food waste.

The Co-op has committed to funding 250 more Hubbub community fridges, doubling its network and saving 34 million meals from going to waste each year.

The campaign was coordinated by Dentsu agencies Carat UK and The Story Lab with ITN Productions.

Mark Thompson, ITN commercial director and head of advertising, said: “By capitalising on ITN’s unique ability to deliver live TV broadcast advertising we are able to show real people in real time in a truly authentic and genuine way. This will really help land the message and give a sense of reality to audiences watching.”

ITV and Co-op have had a product placement commercial partnership with a Co-op storefront appearing on Coronation Street since 2018.