Convenience retailer Co-op has unveiled a new creative platform to encourage consumers to ‘Pop to Co-op’.
Devised by creative agency VCCP, the marketing drive highlights the benefits of convenience shopping and centres on a phrase that is already in the public’s vernacular, ‘popping to Co-op’.
It aims to highlight that the retailer is always there when customers need something last minute such as a needing food for a BBQ or feeding the kids and their friends.
The campaign features two 20 second spots created by VCCP’s content creation studio Girl&Bear in collaboration with production firm Lovesong.
The first campaign film ‘Plans Cancelled’, centres on a women who’s night out is cancelled. Instead she picks up a ready made meal from Co-op’s Irresistible range and settles in for a night of PJs and TV.
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‘Full House’ follows a father who picks up a pizza and snacks for his son and his friends.
Rachel Halter, customer director at Co-op, said: “With summer being our busiest season of the year, we are launching a major new push to ensure Co-op is front of mind when shoppers need to sort a quality, spontaneous dinner or grab daily essentials.
“Millions of busy customers already trust us every day to rescue or elevate their plans, proving that picking-up something on-the-go never has to feel like a compromised choice. We are thrilled to introduce ‘Pop to Co-op,’ a campaign that celebrates these quick-fix, real-life moments.”
Chris Birch and Jonathan Parker, chief creative officers at VCCP added: “Pop to Co-op. It’s what we do. It’s in everyday language. And it’s the perfect way to sum up this idea about ultimate convenience.
“No matter what happens in life, no matter what you need, whether it’s a craving for lollipops coz the sun’s out, pizzas coz the neighbourhood kids have arrived en masse or your bezzie cancels a night out, just pop to co-op. It’s another demonstration of Co-op doing right by you because it’s right by you.”
Media planning and buying was handled by Dentsu and the marketing drive will run across TV, social, out-of-home, display, press and radio.
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