What is the song on the new Co-op advert? How to find it

The specific song used in Co-op’s recent advert has not been publicly disclosed by the brand or its creative agency. If you’ve been searching for the track, you’re not alone,thousands of viewers have tried to identify it. This article explains why that information isn’t readily available and shows you practical ways to find the answer yourself.

Why Co-op hasn’t named the track publicly

Most UK supermarket chains don’t routinely publish the music credits for their television campaigns. Co-op’s current advertising falls under its “Owned By You, Right By You” brand platform, created in partnership with creative agency VCCP London and launched in July 2024. The campaign uses stop-motion animation with printed till receipts and features voiceover work by actor Michael Socha.

While the Ads of the World credits page lists the production companies (Blinkink for direction, Finger Music as the music company, and 750mph for sound design), it doesn’t name individual tracks. Music companies often commission original compositions or license existing tracks under agreements that don’t require public disclosure. Unless Co-op or VCCP chooses to announce the song title through a press release or social media post, viewers are left to identify it through other means.

This isn’t unusual. UK advertisers typically focus their public communications on the campaign message rather than production details. Music credits appear in end-of-advert text only when legally required (for example, when a well-known chart song is used and the rights holder requests it) or when the brand sees marketing value in highlighting a particular artist.

How to identify the song yourself

You have several practical options:

Shazam or SoundHound: Hold your phone near the television when the advert plays. These apps can often identify tracks even when dialogue or sound effects are present. If the song is a commercially released track (rather than a bespoke composition), Shazam’s database will likely recognise it.

YouTube search: Co-op maintains an official YouTube channel where many of its adverts appear. Search for “Co-op advert 2024” or “Co-op Owned By You Right By You” and check the comments section. Viewers frequently share song identifications there, and occasionally the brand or agency will confirm details in replies.

Contact Co-op directly: The brand’s customer service page includes contact options. While customer service teams don’t always have immediate access to advertising production details, they can escalate queries to the marketing department. Be specific about which advert you mean (describe the visuals or note when you saw it broadcast).

Ask VCCP London: The agency behind the campaign may respond to polite enquiries via their website or social media channels. Agencies sometimes share production details when there’s genuine public interest, particularly if it generates positive attention for their work.

What we know about the campaign

Co-op launched “Owned By You, Right By You” to remind the British public of its co-operative structure. The brand is 180 years old, founded by the Rochdale Pioneers in 1844 as the world’s first successful consumer co-operative. Unlike conventional retailers, Co-op is owned by its members,over five million people who each hold a share and have a say in how the business operates.

The campaign addresses research showing that over 50% of UK consumers don’t understand what it means when a business is a co-operative. The 60-second hero film uses stop-motion animation to pose the question: if you were inventing a business today, how would you do it? The answer, according to Co-op, is a model that does right by people, lowers prices on everyday items, and invests in communities.

VCCP London’s creative team included executive creative directors Chris Birch and Jonny Parker, with copywriters and art directors Jason Keet, James Hodson, Adam Sears, and Ben Evans. Director Sam Gainsborough of Blinkink handled the stop-motion work. Post-production involved Girl&Bear Post, with editors Gus Melton and Tom James. Sound design came from 750mph (Sam Ashwell and Lucas Trigg) and Girl&Bear (Sean Mahoney and Stuart Allen-Hynd).

Finger Music, credited as the music company, specialises in music supervision, composition, and licensing for advertising. They work with brands to find or create tracks that fit campaign briefs. Whether the Co-op advert uses an existing song or an original composition created specifically for the campaign isn’t stated in public credits.

Why music matters in supermarket advertising

Supermarket advertising is fiercely competitive. Tesco, Sainsbury’s, Asda, Morrisons, and Co-op all compete for attention with similar messaging about value, quality, and community. Music provides a way to differentiate. A distinctive track can make an advert memorable, prompt social media conversation, and drive online searches,all of which extend the campaign’s reach beyond the original broadcast.

Co-op has used music strategically before. In 2020, the brand licensed a cover of the Oasis song “Round Are Way” for a Christmas campaign. That choice felt nostalgic and locally rooted (Oasis being a Manchester band, Co-op having northern origins). The “Owned By You, Right By You” campaign appears to take a different approach, though without knowing the specific track, it’s difficult to analyse the creative intent.

What’s clear is that the music has generated curiosity. When viewers search for a song online, they’re actively engaging with the brand. That engagement is valuable even if the track itself isn’t immediately identifiable.

The role of music supervision agencies

Companies like Finger Music act as intermediaries between brands and the music industry. They maintain relationships with record labels, music publishers, and independent artists. When an agency like VCCP develops a campaign, the music supervisor receives a creative brief describing the desired mood, tempo, and cultural associations.

The supervisor then presents options: existing tracks that fit the brief, or proposals for original compositions. Licensing existing music involves negotiating sync fees (the right to synchronise the recording with moving images) and master recording rights. Original compositions avoid some of these complications but require upfront investment in studio time and musician fees.

Once a track is selected and the advert airs, the music supervisor’s work is largely done. Whether the track is publicly credited depends on contractual terms and the brand’s marketing strategy. Many sync deals include clauses that allow (or prevent) the artist from publicising the placement. If the artist is well-known, they might announce it on social media. If they’re emerging or the track is library music, it may never be formally credited.

What to do if you still can’t find it

If Shazam doesn’t recognise the track and YouTube comments offer no answers, the song may be:

• An original composition created specifically for Co-op by Finger Music or another composer, not released commercially.
• A library track from a production music catalogue, licensed for advertising but not available on consumer streaming platforms.
• An obscure or independent release that hasn’t been widely indexed by music identification services.

In these cases, your best option remains contacting Co-op or VCCP directly. Brands sometimes release music credits in response to sustained public interest. If enough people ask, the marketing team may see value in sharing the information,particularly if the track is available for streaming, as that generates additional revenue for the rights holders.

Alternatively, wait a few weeks. Music journalists and advertising industry publications sometimes cover notable sync placements. If the track is an interesting choice (an unexpected artist, a cult classic, or a rising independent act), it may be mentioned in trade press or music blogs.

Co-op’s broader brand strategy

The “Owned By You, Right By You” platform represents a significant investment in brand positioning. Co-op operates almost 2,400 food stores, over 800 funeral homes, and supplies products to more than 6,000 other stores through its wholesale business, Nisa Retail Limited. The co-operative model means profits are shared among members according to their purchases, and members have voting rights on business decisions.

This structure differentiates Co-op from competitors, but it’s a complex message to convey in a 30-second advert. The campaign uses simple, direct language (“owned by you, right by you”) to make the concept accessible. The stop-motion till receipts provide a visual metaphor: every purchase contributes to the collective, represented by the accumulating paper.

Music supports this messaging by creating emotional resonance. Whether the chosen track is uplifting, energetic, contemplative, or nostalgic, it shapes how viewers feel about the brand. Without knowing the specific song, we can’t analyse that choice in detail, but the fact that it’s prompted widespread curiosity suggests it’s distinctive enough to stand out from typical supermarket advertising.

Next steps for curious viewers

If you’re determined to identify the song:

1. Try Shazam while the advert plays on television or online.
2. Search Co-op’s YouTube channel and read comments.
3. Contact Co-op customer services or VCCP London with a polite enquiry.
4. Check music supervision forums or Reddit threads (r/NameThatSong often helps with advert music).
5. Wait for potential coverage in advertising or music press.

The song hasn’t been publicly disclosed, but that doesn’t mean it’s impossible to find. With a bit of persistence and the right tools, you may well track it down. And if you do, consider sharing the answer in online forums,you’ll be helping the next person who searches for it.