Joys of Summer - store front

Source: Co-op

The campaign will last from 20 July to 30 August 

Co-op is launching one of its largest branded partnership campaigns across its entire 2,500-strong estate in a bid to support families with children this summer.

The convenience retailer will work with five national brands, including Arla’s Cravendale, Danone’s Volvic, Kraft Heinz’s Capri Sun, Mars’ Maltesers and Premier Foods’ Cadbury baking kits.

It said the aim of the initiative, which will launch on Wednesday 20 July and run until Tuesday 30 August, was to help families with affordable activities to keep children entertained during the school summer holidays.

Under the campaign title of ‘Joys of Summer’, there are two sub-categories called ‘Joys of Playing’ and ‘Joys of Sharing’, whereby the Co-op and the five brands will promote 12 crafting and recipe activities that use the products and packaging.

The Joys of Playing activities include crafting bee hotels, bird feeders, garden games and baking recipes.

The Joys of Sharing element of the campaign links to Co-op’s ongoing partnership with environmental charity Hubbub and its network of community fridges, which are local spaces to share food and reduce waste. As part of this initiative, the brands are funding several family-friendly picnics and events at the Hubbub community fridge locations over the summer months.

The campaign will be communicated to Co-op members and customers via large store and window takeovers and vinyls, as well as more than 10,000 shelf talkers, leaflets, over 2,200 radio adverts, a microsite, social content and till screens.

“We’re always looking for innovative ways to engage with our brand partners with activations that link closely to Co-op’s ethics and provide value for our members and customers,” said Co-op media centre manager Anthony Jackson.

“The Joys of Summer campaign was inspired by 18 months of lockdowns and how during this time many parents ran out of ideas to entertain children. We also understand the summer school holidays can be financially difficult for many families and we’re hoping this campaign, plus the funding of events in partnership with Hubbub, helps to provide some support to keep children entertained on a budget.”

Anna Sharp, business unit director at Arla, said: “The Co-op Joys of Summer campaign is a great initiative to inspire families with ways to entertain their children and engage them in important sustainability topics.

”By reusing Arla Cravendale bottles to make bee hotels, we hope to encourage the younger generation to care for nature and support biodiversity, something our farmer owners are incredibly passionate about.”