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Summer is Better Together

Co-op

Summer is Better Together

King of the grill

Services

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

Formats

  • TV
  • Radio
  • Press
  • OOH
  • DOOH
  • Social
  • Digital
  • Instore

The brief

Summer is Co-op’s biggest trading period of the year and, with the one of the hottest summers on record, we needed a sizzling campaign to match.

We took our Year of Eating Together campaign to summer garden BBQs, with Co-op Food firing up the grill and fueling the conversation.

Video

Campaign insight

By the time summer rolls around, we’ve braved the winter, sheltered from the spring showers and we’re ready to get out there. More formal meal times become spontaneous picnics and BBQ’s.

There are new food occasions and opportunities - but everything can change with the first drop of rain.

Consumer insight

As structured meal times fade away so to do the conventional rules of eating. Salmon and burger on the same grill? Go for it. Cheese on your sausages? Why not. We took this insight to create a character driven TVC that got people talking on social media.

The verdict: cheese goes on absolutely everything.

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Summer is Better Together
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Summer is Better Together

Approach

The TV enjoyed a continuation of the camera-work wizardry of director Gus Filgate seen throughout our Year of Eating Together campaign - this time featuring the world’s greatest burger flip.

The integrated campaign extended in press and digital promoting products during Wimbledon and hero-ing our award winning Hereford Beef burger against M&S’s ‘best ever burger.’

Spontaneity is key in summer so we stayed reactive through dynamic digital creative outdoor and online reacting to the weather, time of day and day of week.

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Summer is Better Together

Results

Our campaign was well received by consumers and the industry.

System 1 scored the TVC 3*, eclipsing the national average of 1/2*. David Reviews also scored the spot 4* citing its


‘terrific performances’ and ‘lovely camera work.’

Not to be outdone, our press ads scored 3 and 4* stars through system 1.

Great reviews translated to great sales. We built on


Co-op’s best ever week of trading in July and finished the summer with a 7% sales increase,

gaining market share on all of the ’Big 4.’