The 'Ice' campaign by Co-op, developed by Leo Burnett in 2015, employs a documentary-style social experiment to engage the public on a socially pertinent issue. Rooted in the public interest sector, the campaign leverages raw, authentic interactions to communicate Co-op’s broader brand proposition centered on community support and collective responsibility. By taking an unfiltered look at human behavior and societal response, the campaign implicitly positions Co-op as a brand attuned to real-world challenges, emphasizing transparency, empathy, and social cohesion as key values.
Strategically, the campaign taps into a growing consumer desire for authenticity and meaningful brand engagement, especially within a public service context. The use of a documentary/social experiment format suggests an insight that audiences respond more profoundly to genuine, unscripted moments rather than overt messaging. This creative angle is designed to provoke reflection and conversation among viewers, creating an emotional connection that encourages recognition of shared social challenges. The targeting appears broad but culturally specific, focusing primarily on the UK public, likely aiming to foster a sense of local relevance and communal identity. By aligning the brand with a socially conscious narrative without heavy-handed promotion, the campaign seeks to build trust and reinforce Co-op’s commitment to public welfare. Overall, ‘Ice’ uses subtle yet impactful storytelling to move beyond traditional advertising, engaging its audience through social insight and experiential realism.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
The campaign introduction and genre cues—specifically, the title “Ice” and the categorization as a “Documentary/Social Experiment” in the public service sector—suggest the use of a metaphor or physical simulation to surface a societal issue rather than demonstrating or narrating a direct story arc. Given these hints, the campaign likely employs “ice” as a visual or situational analogy to symbolize social coldness, isolation, or neglect—common symbolic tactics in public interest messaging—rather than literally addressing the problem head-on or offering a conventional storytelling structure. The creative approach, particularly from Leo Burnett, points to representing the issue indirectly to foster audience reflection and empathy.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Tesco – Market Positioning
Tesco leverages its extensive nationwide presence to position itself as a convenient one-stop shop for everyday grocery needs, emphasizing competitive pricing, loyalty rewards through its Clubcard program, and strong community engagement aimed at promoting responsible sourcing and sustainability.
2. Sainsbury’s – Market Positioning
Sainsbury’s differentiates itself by focusing on quality and ethical sourcing, promoting a balance between premium products and affordability. It builds emotional connections through its support of local producers and sustainability initiatives, positioning itself as a responsible retailer caring for people and the environment.
3. Marks & Spencer (M&S) Food – Market Positioning
M&S Food is positioned as a premium food retailer offering high-quality, innovative products with a focus on freshness, provenance, and ethical trading. Their strategic angle centers on delivering exceptional quality while championing sustainable farming and reducing food waste.
4. Iceland – Market Positioning
Iceland targets value-conscious consumers by specializing in frozen foods with a strong emphasis on convenience and affordability. The brand differentiates itself through bold campaigns around reducing plastic waste and innovative commitments to social and environmental responsibility.
5. Waitrose – Market Positioning
Waitrose positions itself as an upscale, quality-focused supermarket emphasizing sustainable sourcing, ethical farming practices, and superior customer service. It appeals to a discerning customer base that values premium products coupled with strong corporate social responsibility credentials.
Q: What is Ice about?
A: Ice is a professional campaign created for Co-op by Leo Burnett in the United Kingdom, released in 2015 under the creative direction of Hugh Todd. This film-based campaign operates within the public interest sector and employs a documentary-style social experiment to address significant societal issues. By leveraging authentic, unscripted interactions, Ice seeks to engage viewers emotionally and provoke reflection on themes of social responsibility and community support. The campaign positions Co-op as a brand deeply connected to real-world challenges, using a single, impactful media asset to cut through conventional advertising and foster meaningful audience engagement.
Q: What creative device does Ice use?
A: According to Clapboard’s 12-format classification system, Ice employs FORMAT#3 SYMBOLIZE THE PROBLEM, which uses symbols or analogies to represent the issue rather than depicting it literally. In this campaign, the concept of “ice” serves as a metaphorical device to highlight themes such as social isolation or neglect, inviting viewers to interpret and reflect on the underlying societal problem. This indirect approach is designed to foster empathy and deeper engagement, distinguishing the campaign from more traditional, literal storytelling methods commonly found in public service advertising.
Q: What is the campaign proposition for Ice?
A: The campaign proposition for Ice centers on positioning Co-op as a brand committed to community support and collective responsibility. By utilizing a documentary-style social experiment, the campaign targets a broad UK audience with a message rooted in authenticity and social relevance. Ice underscores Co-op’s values of transparency, empathy, and social cohesion, aiming to build trust and reinforce the brand’s alignment with public welfare. In the context of the public service market, this approach responds to consumer demand for genuine brand engagement, leveraging real-world insight to create emotional resonance and provoke thoughtful conversation.
Q: How does Ice rank in Clapboard's archive?
A: Ice holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Co-op's category?
A: In Co-op’s competitive landscape, Tesco stands out for its nationwide convenience, competitive pricing, and loyalty programs, while Sainsbury’s emphasizes quality, ethical sourcing, and local producer support. Marks & Spencer Food positions itself as a premium retailer focused on freshness and sustainability, and Iceland targets value-driven consumers with a focus on frozen foods and environmental initiatives. Waitrose appeals to an upscale market with a reputation for sustainable sourcing, ethical practices, and superior customer service, rounding out the key players in the UK grocery sector.
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