The ad was put together by Leo Burnett and launches nationwide over the Easter Bank Holiday Weekend
Co-Op launch its new multi-channel marketing campaign, demonstrating how great things happen in communities, when we all work together.
With an ambitious target to attract one million new members by the end of 2017, the anchor of the campaign is to illustrate how the Co-op is championing a better way of doing business. Showing people that by joining the Co-op, every time they purchase an own brand product or service 1% will go directly to helping a local cause of their choice, to make great things happen in the community. The approach also aims to reinstate the Co-op’s ethos and demonstrate how by simply choosing the Co-op, its members are making a big impact on the communities where they live every day.
The campaign marks the start of a fresh approach to advertising from the Co-op, showing real people telling their story to camera, highlighting just how important local causes are in communities, allowing them to naturally bring their own stories to life.
The campaign launches across the Easter Bank Holiday weekend with spots during Homeland on Channel 4 and the last episode of Broadchurch on ITV. Additional adverts will run across TV, Cinema and social media until the 7 May. The campaign was developed by Co-op’s lead creative agency Leo Burnett with media planning and buying by Rocket. The TV script is performed by George the poet – delivered in his own unique style.
Additional exposure will be given to the campaign on Channel 4 digital channel More 4 on the evening of 18 April, when Co-op will be taking over seven consecutive ad breaks in their entirety from 8pm – the first time a brand has done so.
Each break will feature a co-op cause film, 60sec in length and shot by Bafta award winning director Shane Meadows (This is England). Viewers will see bespoke More 4 branded introductions before the 13 short films, which showcase a real-life example of a community cause that Co-op members are supporting with their 1%.
The campaign will continue throughout April and the beginning of May with a range of print and geographically relevant cinema and OOH activity. To maximise the impact of the campaign in cinemas, the 240” in reel community films that are shown will be relevant to each region. For example, Glasgow films will run in Scotland & Ulster, Teeside films in Yorkshire, Tyne Tees and Border and Manchester films in Granada and Central. Regionally relevant copy which explains how purchasing Co-op branded products has made a difference to local community will be supplied to six different cities around the UK in large-format OOH. Print and digital activity includes a Metro wrap and home page takeovers of both the Guardian and Daily Telegraph.