The Co-op Group has enlisted legendary poet John Cooper-Clarke to promote its new Co-op Live venue with a self-penned reading created to celebrate the Mancunian spot.
The poem, ‘Proper Sound’, was bought to life by advertising agency Lucky Generals and ad production company Iconoclast, highlighting the community nature of the retailer, complete with iconic Manchester scenes, rainy days, spectacular buildings and the classic yellow tram.
“Why shop around when you could pop around to shop in a shop that’s proper sound since a pound note was a proper pound,” recites Cooper-Clarke, in his signature punk style.
“A town is not a town without the old Co-op around. Proper sound.”
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He goes on to praise Co-op Live for being one of the most sustainable and socially responsible music and entertainment venues in Europe.
It comes after the retailer tied up with VCCP to celebrate its membership scheme with a new brand platform that celebrates the retailer’s ties with community.
The 60-second spot features a voiceover from ‘This Is England’s’ Michael Socha which stated: “If you were inventing a business today, you’d do right by people… all people.”
Co-op has also expanded its retail media of late, joining forces and extending its partnership with Dentsu-owned agency Carat.
