Coopting Commentary

There is something particularly satisfying about sports commentary with an English accent. Be it the crack of a cricket bat or a Lewis Hamilton crack up, there is just something a bit more genteel about how our neighbours across the pond, whose Queen mutually adorns our money and whose spelling we use and sometimes don’t, approach calling a match or sporting contest. Calgary-based creative agency Daughter taps into that gentility, that gravitas to elevate our once mundane mealtime rituals by enlisting the help of UK sports commentator Nick Heath to call the action.

Created for Calgary Co-op, the campaign has Heath, who had a moment of virality during the pandemic narrating everyday occurrences, adding drama and comedy into our ordinary food and drink moments, elevating uncorking a bottle of wine or plating h'ordeuvres into a colossal culinary contest worthy of Wembley.

“We are excited to embark on the first campaign in a new creative strategy that embraces the everyday enjoyment we offer our members, through local produce and meat, our private brand products, and of course, beer and wine” states Penney McTaggart Cowan, VP, Marketing & Marketing & Member Experiences at Calgary Co-op.

Stephanie Kochorek, Creative Director at Daughter, added, “With the uncertainty of the pandemic, we wanted to treat members to some much-needed lightness. We worked closely with the Calgary Co-op team across all lines of business to develop a new territory that makes the most of every moment, and we’re looking forward to rolling this out across more campaigns and channels in the coming months.”

The campaign will run in the lead up to Thanksgiving, so be sure to bring your A game to T-day.