Co-op salutes ‘Littlest Hobo’ in new ad campaign

Federated Co-operatives Limited is paying tribute to the beloved television show The Littlest Hobo in a new ad campaign launching on July 1 — the 150th anniversary of Confederation.

The show, which ran for two years in the 1960s and was later revived by CTV for five seasons beginning in 1979, chronicled the adventures of London, a stray German shepherd who travelled the countryside helping people.

FCL’s ad features the show’s iconic theme song, Maybe Tomorrow by Terry Bush and John Crossen, alongside images designed to evoke London’s adventures across Canada.

“It’s just a really great song that so many Canadians have a nostalgic connection to,” FCL’s director of marketing and communications Carey Tufts said in a statement.

“The lyrics are in perfect sync with Co-op’s dedication to service and its commitment to western Canadian communities so we were honoured and excited when we learned we would be able to license the song to commemorate Canada’s 150th.”

According to FCL, the ad has been in the works for almost a year. The company — which is made up of 190 retail co-operatives across Western Canada — first contacted the songwriters about the idea last summer.

Bush said in a statement that he “never ever expected the responses I have received over the years. John and I are very proud of the song … I liked it when we wrote it and still do.”

And don’t worry — the ad features a dog, too.