McCann Manchester has launched its first work for Co‐op Funeralcare after it won the business in 2017 following a competitive pitch.
Having been awarded the business McCann Manchester has assumed duties across strategy, creative, design, digital and social media with offline and online media planning and buying shared between Rocket and Mediacom respectively.
McCann Manchester has been responsible for creating a brand campaign Right By You and a brand response campaign Keep Loving Life which has been developed to promote the availability and importance of funeral plans. The brand work, Right By You breaks on prime time TV this week.
The Right by you campaign celebrates life. The ups, the downs, and everything in between. A first for the category and a refreshing approach to funeral care. It plays on the people who have been by our side our whole lives, and the support Co‐op Funeralcare provides when they can no longer be there. With a few unexpected cameos along the way, we wanted a more light‐hearted, uplifting approach for our audience, whether they need our help today, or in ten years’ time.
Keep Loving Life breaks on 8 March and also runs as a 30 second TV execution. It tackles the sensitivities of funeral planning in an accessible way by celebrating our achievements, hobbies and zest for life. With an inspirational mix of ages and characters, the ad encourages people to sort their funeral plan in an easy, affordable way, so they can carry on loving life.
As well as TV, the campaigns will run across YouTube pre‐roll, press, radio, digital display, social media, online, out of home and door drop.
Commenting on the new work Nick Mortimer, Head of Marketing for Co‐op’s Funeralcare and Later Life business said, “We appointed McCann because they demonstrated how they could address several challenges at the same time. As well as the obvious sensitivities needed when talking about funerals, they also showed how they could bring our role at the heart of communities to the fore while at the same time carving out a distinctive position for our brand and business. The campaigns they have developed have delivered against all of these objectives and really demonstrate how our brand is right by families when they need us most.”
Richard Aldiss Managing Director at McCann Manchester said, “This has been a challenging and hugely rewarding campaign to work on. There is a genuine sense of a brand doing the right thing for all of its customers at every stage of what is an incredibly difficult time for anyone who has lost a loved one. We are incredibly proud of the work we have produced in close partnership with the Co‐op Funeralcare team and believe it will really help them further strengthen their position as UK market leader.”