Publicans call on Co-op to pull 'disgraceful' TV advert

Publicans have called on Co-op to stop showing a “disgraceful” television advert encouraging people to stay in to watch the football rather than going to the pub.

The advert said it is “hard to see the screen in the pub” and suggests people instead “stay in with two pizzas and four beers” purchased as part of a deal during the UEFA Euro 2024 tournament.

The Campaign for Pubs said operators were “frankly disgusted, as well as deeply angry” that the advert was targeting pubs at a difficult time for the industry.

In a letter to Co-op’s chief executive, Shirine Khoury-Haq, the Campaign for Pubs said: “You and your management team must surely be aware of what a challenging time it is for pubs and publicans, yet here you are, a supposedly ethical business, openly and deliberately undermining pubs and publicans’ livelihoods at this difficult time. It frankly beggars’ belief.

“At the time when businesses in England should be uniting in support of the national football team, the Co-op has instead cynically and shamelessly sought to attack another important business sector to try to boost your own profits from the tournament.”

The advert comes amid a tough time for the hospitality industry as operators battle rising costs. Nearly 800 pubs entered insolvency in 2023, the highest number in over a decade and a 48% increase on 2022.

There were 38,175 pubs trading in the UK at the end of 2023, down from 40,015 a decade earlier, according to accountancy firm Price Bailey.

The letter went on to accuse Co-op of putting “profit before people” for its history of converting pub sites into supermarket stores.

Rather than calling for a boycott of Co-op stores, the Campaign for Pubs has asked the supermarket group to pull the advert and apologise for the “utterly crass” campaign.

“Please reassure us that as CEO for the Co-op you will stop such divisive crass and unethical marketing now and in the future,” the letter said.

A  Co-op spokesperson said: “The 10 second advert is a light-hearted way of highlighting to our members and customers that, if they have made the choice to stay in to watch the football, we have a cracking pizza and beer deal they can purchase to enjoy in their homes, with the sole intention of providing great value on relevant products which customers tell us they want, especially at a time when the cost of living is high."

The UEFA Euro 2024 tournament kicked off on 14 June and will end with the final in Berlin on 14 July.

England will play their quarter-final match against Switzerland at 5pm on 6 July.

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