The Co-op might be shunning the traditional all-singing, all-dancing Christmas ad, complete with rampaging Santas, clucking turkeys, talking veg and crooning celebrities but it is still showcasing the power of giving during the festive season, in an effort to support local community causes.
Devised by MullenLowe UK, the retailer’s seasonal campaign features mini films shot at three key community causes – Bikeworks, We are Grow and The Drop Bereavement Centre – all of which aim to provide access to tools, wellbeing, growth, and community support. In the films, community leads are presented with representations of important and well-needed gifts in large, branded Co-op gift boxes.
By showcasing gift-giving at these live locations, with real staff and real community people, the campaign seeks to highlight the impact they have on people.
These donations can help community projects and causes to buy the things they need from bikes to therapy sessions and from gardening equipment to cooking facilities. It aims to encourage Co-op members to donate their unused rewards, via their Co-op app on their Co-op accounts to their Local Community Fund. Non-members and the wider community can donate at a local Co-op store when they shop.
The supermarket will be matching the donations (up to £1 million) to continue giving the gift of community spirit and support over 2,500 local causes across the UK, through the Co-op Local Community Fund.
Having launched a teaser late last month, the full campaign goes live this week and will stretch across all digital channels including social media, VOD, YouTube, OLV, DOOH, and display.
Co-op chief membership and marketing officer Kenyatte Nelson said: “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.
“Giving the gift of community spirit isn’t a trite marketing tagline, it’s a genuine desire by our members, customers and Co-op, to amass a funding boost to make a real difference to the communities we serve.”
MullenLowe client partner Kelly Cross added: “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.
“Collaborating with Co-op on the 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.”
So, what is the consensus around the Decision Marketing office?
Well, as much as we must confess we are suckers for the traditional festive TV spot – yes, we actually enjoy rampaging Santas, clucking turkeys, talking veg and crooning celebrities – this campaign actually gets to the heart of the issue.
And, while we all stuff our faces and pour copious amounts of booze down our necks, it is easy to ignore the plight of many others who cannot enjoy such “luxuries”.
So, come on folks, join with the Co-op, dig deep and help someone in need this year… (yep, we’re going soft!)
Decision Marketing Adometer: A “joy of giving” 8 out of 10
