The Co-operative Group is launching an experiential marketing and social media campaign this summer in a bid to attract younger shoppers.
The campaign comes just weeks after new CEO Euan Sutherland told the society’s AGM it needed to work harder to appeal to younger customers after its own research suggested only 12% of 16-to-24-year-olds believed The Co-op was ‘the most trusted brand’.
The new campaign ‘Tweet 4 a Table’ will see pop-up restaurants appear in eight cities across the UK over the summer. Members of the public can win a spot for themselves and up to three friends by visiting the retailer’s @Tweet4aTable Twitter feed.
The meals served in the pop-up restaurants will be from The Co-op Group’s own-label food range.
Those who win a place will be encouraged to check in on Facebook and tweet and tag pictures of themselves dining for a chance to win a seven-day holiday to Turkey.
“Social media is a fantastic way to connect to a wider audience, and we believe this experiential campaign will be a great way to build our brand awareness on social media channels and to get people talking,” said head of marketing Helen Nunn.
“We are hoping to create a unique customer experience with this pop-up restaurant which will encourage the reappraisal of The Co-op brand by showcasing our delicious products, and showing people how they can create amazing meals. We also hope to drive footfall to our stores and increase basket spend.”