Creative in association withGear Seven

Latest Co-Op Work Uses Two Delightful Swimmers to Promote Compostable Bags

Advertising Agency
London, UK
Lucky Generals teams with Merman's MJ Delaney on a charming new TV spot

Co-op is launching a new TV ad, highlighting how its quality products and environmental policies do good through the captivating conversation between two old friends.

This ad, Ice Cream, is part of its recently launched 'It’s what we do' strategy. Created by Lucky Generals, it tells the story of how Co-op has replaced plastic carrier bags with environmentally-friendly alternatives as part of its strategy to tackle plastic pollution.

The warm and joyful ad stars two ladies, both open water swimming enthusiasts for many years, enjoying a dip in the sea. Completely unscripted, the execution not only explains how making purchases at Co-op, such as the Co-op Irresistible Swiss White Chocolate & Salted Caramel ice cream, can reduce the number of plastic bags given to consumers, but delivers the real-life heart-warming friendship of the two swimmers.  

Co-op was the first national grocery retailer to make compostable bags available, with 1,000 stores giving out the bags in communities where they are accepted by the Local Authority in the household food waste collections. The carriers, which are priced at the same price as the conventional single-use plastic bags, have a secondary use as food waste caddy liners and can also be turned into peat-free compost along with the household food waste.

Ali Jones, customer director at Co-op said: “Building stronger communities by being a stronger Co-op is what we do and we are committed in helping our members and customers to make more ethical choices. Reducing the environmental impact of products is and always has been at the core of Co-op and the introduction of compostable bags in stores where local authorities accept them, is helping to reduce plastic contamination in a targeted way.”

Kate Murphy, creative director at Lucky Generals, said: “In this ad we knew we needed to bring an important message to life, but in a relatable and lighthearted way. Our swimmers, Jackie and Margot answered this perfectly and were an absolute joy. They brought such fun and warmth to the day, despite having to swim around in some very cold water.”

The Co-op summer campaign which launched in May demonstrates the powerful difference Co-op makes in the world while building long-term understanding of its offering and driving cut-through with modern shoppers who want the businesses they use to do more than pay lip service to CSR. Through paid and earned channels, the story will be told about how Co-op creates products of differentiation, from the sourcing of ingredients to the packaging which protects them, at the same time as giving back to the community.

Co-op’s membership scheme means that one per cent of what members spend on own-brand products goes back to local community causes. Members are also able to choose which groups they would like to support online. Since its launch in 2016, Co-op’s Local Community Fund has helped over 12,000 causes with a share of £39M.

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