The Co-op is showcasing the power of giving back and focusing on the ‘gift of community spirit’, as it continues to support local community causes with the second stage of its 2023 Christmas brand campaign.
Following on from the first phase of the seasonal roll-out, which saw the convenience retailer encouraging shoppers to make donations to local causes, the second phase centres around three mini-films and will stretch across all digital channels including social media, VOD, YouTube, OLV, DOOH and display.
Developed in partnership with creative agency MullenLowe, the second part of the campaign will be centred around a series of 20-second films that illustrate how the retailer is helping to support three key community causes: Bikeworks, We are Grow and The Drop In Bereavement Centre.
The lead creative revolves around the concept of gift-giving, with three community leads receiving representations of important and well-needed gifts in large, branded Co-op gift boxes.
“We are so grateful to be part of a campaign where we are giving back to the community through the magic of the holiday season and do something a little different to a traditional TV ad,” MullenLowe client partner, Kelly Cross said.
“Collaborating with Co-op on the Christmas campaign has been a really rewarding experience for our team. It’s more than just a campaign; it’s a testament to the power of creativity in fostering connections and spreading goodwill.”
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Co-op chief membership and marketing officer, Kenyatte Nelson added: “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.
“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.’
