Co-op targets summer meal missions with ‘Pop to Co-op’ campaign

Co-op has launched a new summer campaign, ‘Pop to Co-op’, as it seeks to position itself as the “ultimate destination for easy meal missions”.

Centred on the phrase ‘let’s pop to Co-op’, the campaign aims to capitalise on last-minute plans and spontaneous social gatherings through the retailer’s convenience offer.

The campaign features two films that have been created in partnership with advertising agency VCCP and production company Lovesong.

The first advert, ‘Plans Cancelled’, centres on a woman whose night-out is called off. Co-op said her disappointment “instantly turns to delight” as she pops to Co-op, grabs a premium ready meal from the retailer’s Irresistible range and “settles in for the perfect, cosy night of PJs and TV”.

The second advert, ‘Full House’, focuses on Co-op’s solutions to last-minute meal missions. It follows a father who visits a Co-op to feed his son and hungry friends with a pizza and snacks to create “a spontaneous dinner”.

The campaign, with media planning and buying by Dentsu, will run throughout the summer including across TV, social, press, and radio.

“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,” said Co-op customer director Rachel Halter.

“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.”

VCCP chief creative officers Chris Birch and Jonathan Parker 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 cos the sun’s out, pizzas cos 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.”