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Bank holidays are better together

Co-op

Bank holidays are better together

The joys of a 3 day weekend

Services

  • Brand strategy and design
  • Integrated comms campaigns
  • Digital content and social strategy
  • Retail strategy and POS
  • Colleague engagement

Formats

  • TV
  • Radio
  • Press
  • Social
  • Digital
  • Instore

The brief

For May bank holiday, we were tasked by Co-op to:

Be front of mind with customers and non customers who were looking for top-up products across the bank holiday weekends. Drive value perceptions through showcasing quality products at low prices

Video

Campaign insight

For Spring 2018, we continued our Year of Eating Together campaign, this time focusing on people reconnecting with friends and family after winter.

We encouraged people to catch up over the bank holiday weekends when days are longer, the sun is (hopefully) shining and people are looking forward to the first BBQs and gatherings of the year. By showcasing great offers, we made sure Co-op was front of mind and helping customers make the most of the bank holiday weekends.

Consumer insight

With more time to spend in the company of friends and families as well as great food from Co-op, we tailored our concepts to inspire togetherness with scenarios typical of the bank holiday weekends. Building our campaign around occasions that were identifiable to the audience, we built an honest and engaging campaign, centred around relatable weekend pastimes.

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Bank holidays are better together
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Bank holidays are better together
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Bank holidays are better together

Approach

Our TV spots showed Co-op’s great value, with a voice over that played on real moments between couples and their party preparations. We reinforced the TV across different media channels - press, radio, social/digital - showcasing Co-op’s range of quality products and great value - perfect for weekend occasions.

Results

Our campaign was well received by consumers and the industry.

We saw a


positive shift in featured products

across the surrounding weeks of both bank holidays.