Bob Dylan has given the Co-operative Group (Co-op) permission to use one of his songs in a television commercial, the retailer said today.
The singer-songwriter’s ‘Blowin’ in the Wind’ will be used in a new Co-op campaign that begins next month.
Columbia Records UK managing director Mike Smith said: “It is rare for Bob Dylan to license his recordings to TV ads.
“The decision to do so with the Co-op and ‘Blowin’ in the Wind’ shows a willingness to embrace fresh ways of reaching a new audience through an ethical and fair-trade organisation.”
Co-op director of marketing Patrick Allen added: “We have invested heavily in the re-branding exercise and now through Dylan’s iconic track we can tell everyone about the new look Co-operative.”
The adverts come at the end of a two-year programme in which the Co-op has re-branded its entire operation.
Last week, the Co-op said it was converting its bacon range to British to try and support UK farmers.
