The Co-op’s new Christmas campaign focuses on “the gift of community spirit” as it calls on members and customers to donate to local causes, which the retailer has pledged to match.
The retailer said it was doing this “as other retailers spend millions of pounds in the battle of the Christmas adverts” and flagged that “no Hollywood actors, talking veg, or global singing stars” were needed for its Christmas campaign.
From 22 November, the convenience store retailer will encourage shoppers to either donate money via their member’s rewards balance in the app, or donate in store at till points with the funds going towards local community causes, such as bringing people together to get a hot meal, or sports supplies for local grass roots kids clubs.
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The multichannel campaign promoting the donations will run across out of home, print and digital, broadcast partnership, VOD and Co-op social and digital media.
Co-op chief membership and marketing officer Kenyatte Nelson said: “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 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.”
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