Co-op has unveiled a branded partnership campaign with five national brands in a bid to help families entertain their children this summer with affordable activities.
The convenience store chain will collaborate with Cadbury baking kits, Mars’ Maltesers, Kraft Heinz’s Capri Sun, Volvic and Arla’s Cravendale.
Running until 30 August, the initiative will be titled ‘Joys of Summer’ and will include sub-categories ‘Joys of Playing’ and ‘Joys of Sharing’.
Through the partnership with Co-op, the five brands will be able to promote up to 12 recipe activities that children and families can partake in.
The news comes a month after the convenience retailer devised a marketing campaign to raise awareness of the charitable causes Co-op sponsors.
While the the Joys of Playing activities will include crafting things like baking recipes, the Joys of Sharing element will entail picnic and events set up by environmental charity Hubbub.
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“We’re always looking for innovative ways to engage with our brand partners with activations that link closely to Co-op’s ethics and provide value for our members and customers,” Co-op media centre manager Anthony Jackson said.
“The Joys of Summer campaign was inspired by 18 months of lockdowns and how during this time many parents ran out of ideas to entertain children. We also understand the summer school holidays can be financially difficult for many families and we’re hoping this campaign, plus the funding of events in partnership with Hubbub, helps to provide some support to keep children entertained on a budget.”
The campaign will feature in-store promotion as well as being communicated via leaflets, shelf takers, radio ads, a microsite, till screens and social media content.
Arla business unit director Anna Sharp added: “The Co-op Joys of Summer campaign is a great initiative to inspire families with ways to entertain their children and engage them in important sustainability topics.
”By reusing Arla Cravendale bottles to make bee hotels, we hope to encourage the younger generation to care for nature and support biodiversity, something our farmer owners are incredibly passionate about.”
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