Co-op expands 'Owned By You. Right By You' with VCCP

Co-op is rolling out the “Owned By You. Right By You” brand platform across the group after expanding its relationship with VCCP by handing the agency its Funeralcare business.

The move, which will see Girl&Bear lead content production and VCCP Media delivering SEO, is said to reflect Co-op’s belief in the power of joined-up thinking, with VCCP’s integrated model bringing creative, content, media and strategy together under one roof.

VCCP has worked on the Co-op food business since last year; the first work from the new partnership will appear later this year.

Co-op Funeralcare’s media and creative work was previously handled by Dentsu, with media by Carat. Lucky Generals has also developed a number of campaigns, such as “Life Stories” (pictured) and the “Celebrity Send-Off” social-first series.

The business can trace its roots back to the “Rochdale Pioneers” in 1844, when independent co-op societies expanded beyond retail into other services, including funerals. This allowed members to arrange funerals without relying on private businesses.

Funeral departments were then established within many local co-op societies, deeply integrating funeral services into the fabric of community life.

Today, Co-op Funeralcare is the UK’s largest funeral director, with hundreds of branches across the country. It offers a range of services, from prepaid funeral plans to memorial products, as a member-owned business with a focus on ethical practices.

Co-op Funeralcare head of marketing Ayshea Elliott said: “We’re pleased to be partnering with VCCP and look forward to working with them to further strengthen our brand, as well as our connection with the communities that we serve.”

VCCP London CEO Andrew Peake added: “This appointment is a real vote of confidence in both the strength of the creative platform and the strength of our partnership. Co-op is a brand that stands for something – and in categories that often feel distant or impersonal, that matters more than ever. We’re proud to help spotlight that belief across Co-op Funeralcare.

“This is a brilliant opportunity to do just that in a category where meaning really matters.”