Convenience retailer Co-op is focusing on the ‘gift of community spirit’ for its 2023 Christmas campaign, as its aims to give local causes a tangible cash boost.
As part of the campaign, Co-op has called its members and customers to donate to important community causes, which it will then match – having already facilitated the donation of around £100 million to such causes over the last few years.
The retailer’s omnichannel campaign will run nationwide across across out-of-home, print and digital, broadcast partnership, video-on-demand and Co-op social and digital media.
‘Co-op is different, and we are proud of this. Our members own our business and together we show every single day of the year how powerful cooperation can be as a force for good.” Co-op chief marketing and membership officer, Kenyatte Nelson said.
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“After the tough year consumers and communities have faced, I know our members will step up and donate their member wallets this Christmas, or donate in our stores along with our customers, knowing we will stand by them, and match their generosity.
He continued: “Giving the gift of community spirit isn’t a trite marketing tag line, it’s a genuine desire by our members, customers and Co-op, to amass a Christmas funding boost to make a real difference to the communities we serve.”
Developed by Lucky Generals in collaboration with MullenLowe and Carat, the funds raised through the campaign will be shared equally between all current Local Community Fund causes and paid out to them in early 2024.
