The Co-op is launching a series of 10-second regional TV ads supporting its Be As Unpredictable As Summer TV campaign.

The first ad, aired last night, is titled Mezze and tells of Martin, who was due to have a quiet night in until he was reminded there was a football game on the TV. He then serves a mezze board of food from the Co-op own-brand summer range to a group of mates he has invited round to watch it with him.

The ad supports the Be As Unpredictable As Summer TV ad the Co-op launched on 25 May showing a group of friends spontaneously getting together and ending up at a barbecue on the beach. The retailer said the ad had received more than two million views via social media since it was launched.

Mezze is one of four films that will be staggered to launch one at a time throughout the summer.

The Co-op says the ads epitomise how customers shop at the Co-op and how its range complements consumer behaviour that sees sales soar when the sun comes.

“There’s no denying that the Great British Summer is unpredictable and this campaign works to show customers that the leading convenience retailer has everything covered in its stores, even when a spontaneous opportunity presents itself, come rain or shine,” said the Co-op’s customer director Jemima Bird.

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