Co-op unveils new TV campaign

The retailer recently refreshed its membership programme, making a commitment that 2p in every pound spent by members on own-brand products would go to local community causes, doubling what had previously been donated. This year Co-op is paying out £15m from its membership programme, a figure which is now set to reach £30m in 2021.

The new campaign includes a new TV advert, which launches tonight, is based on a poem that has been written to “encapsulate how everything has felt doubly difficult this year, but also delivers a message of hope that by working together we will emerge twice as strong”.

The retailer says this is part one of its Winter 2020 campaign, with part two focusing on Christmas, launching early in December.

Matt Atkinson, chief membership and customer officer at Co-op, said: “I’m so proud of this advert and campaign. It’s amazing what can happen when small acts of cooperation and support all add up to make a significant impact to the communities we all live in and rely on.

“The poem cleverly describes how this year has been doubly hard for nearly everyone and we have responded as an organisation with our members support, to double our donations to the many thousands of local community causes we work with across the UK.”