Partners BDDH's Co-op ads reposition brand.(International Pages)(Brief Article)

The Co-op next week launches its biggest advertising campaign in a bid to change the public's perception of the supermarket chain.

The 16 million [pounds sterling] campaign, created by Partners BDDH, introduces animated characters and is aimed at giving the brand a more contemporary feel.

The ads use down-to-earth animal families to illustrate the versatility of the Co-op shopping experience and to reposition the Co-op as a warm and approachable brand.

The animated characters were created by Aardman Animation, the company behind the Oscar-winning Wallace & Gromit cartoons and the feature film Chicken Run.

One spot, "fast lane", follows Andy …