Today, Co-op has announced a major multi-million-pound boost to feed the nation during the ongoing Covid-19 crisis. The convenience retailer has pulled its Easter TV advertising campaign, which was originally promoting its chocolate eggs, and donated the airtime – worth £2.5 million – to fight hunger by promoting the work of charity FareShare.
In partnership with FareShare, Co-op has created a new charity TV ad which is a tribute to the local heroes who are playing their part in feeding the nation during the Covid-19 crisis. To be relevant in the current Coronavirus climate and adhere to Government guidelines on isolation, the ad features real Co-op staff from across the country all delivering their lines through a video call format. The content is taken straight from the call and includes increasingly common video call mishaps such as a failing microphone and kids in the background.
The advert launches the new scheme which helps and encourages customers to support food banks by either donating in-store or via a text to a dedicated number, both of which will boost the £1.5million of food Co-op has already pledged to FareShare.
Jo Whitfield, retail CEO at Co-op said: “In these times of national crisis, food-banks are a lifeline for those who rely on the donations to feed their families. Demand for food-bank services has already gone up in the past couple of weeks, and this is only set to grow as the number of people who unexpectedly find themselves without a regular or reduced income, increases.”
“Every day we are seeing outstanding acts of kindness as communities pull together to support those who are struggling, and our amazing Co-op members and customers tell us they want to help to support their communities and do right by those in greatest need. I’m delighted we can make it easy for them to donate what they can to help FareShare and its very own band of local heroes. If we all co-operate together, we can make a huge difference.”
Lindsey Boswell, CEO at FareShare said: “As we face up to the coronavirus crisis, we’re determined to do everything we can to continue getting food to those who are most vulnerable. The money raised by generous Co-op customers will enable FareShare to provide emergency food supplies to frontline charities in communities across the UK. We are extremely grateful for Co-op's support at this incredibly challenging time."
Kate Murphy, creative director at Lucky Generals, said: “We have found ourselves in a time when we need co-operation more than ever. And that's no different for brands, who need to be finding ways to not only help the communities they are in, but also allow those communities to pull together and make a real difference in a time of need for so many. We hope this ad plays a part.”
Donations can be made in two ways:
- Co-op customers will be offered the option of donating to FareShare at the till point in amounts of either 50p/£1/£2/£5.
- Texting ‘MEALS’ to 70490 which will automatically donate £10 to FareShare.
BRAND: Co-op & FareShare
CREATIVE AGENCY: Lucky Generals
MEDIA AGENCY: Dentsu Aegis Network
PRODUCTION COMPANY: Lucky Generals
PRODUCTION COMPANY PRODUCER: Emma Fasson
DIRECTOR: Kelvin Hutchins
EDITOR: Kelvin Hutchins
POST-PRODUCTION: The Mill
GRADE: The Mill