Integrated communications agency MullenLowe UK, has partnered with Co-op to launch its Christmas Brand Campaign, which aims to showcase the power of giving back during the festive season, in an effort to support local community causes this Christmas.
The campaign features mini films shot by MullenLowe at three key community causes – Bikeworks, We are Grow and The Drop Bereavement Centre – all of which aim to provide access to tools, wellbeing, growth, and community support. In the films, community leads are presented with representations of important and well-needed gifts in large, branded Co-op gift boxes.
By showcasing gift-giving at these live locations, with real staff and real community people, the festive campaign seeks to truly highlight the impact the donations have on people. These donations can help community projects and causes to buy the things they need from bikes to therapy sessions and from gardening equipment to cooking facilities. It aims to encourage Co-op members to donate their unused rewards, via their Co-op app on their Co-op accounts to their Local Community Fund. Non-members and the wider community can donate at a local Co-op store when they shop. The supermarket will be matching the donations (up to £1 million) to continue giving the gift of community spirit and support over 2500 local causes across the UK, through the Co-op Local Community Fund.
Phase 1 of the campaign launched on the 22nd of November. The full campaign went live on December 5th and stretches across all digital channels including social media, VOD, YouTube, OLV, DOOH, and Display.
“We are so grateful to be part of a campaign where we are giving back to the community through the magic of the holiday season and do something a little different to a traditional TV ad. Collaborating with Co-op on the Christmas campaign has been a really rewarding experience for our team,” said Kelly Cross, Client Partner, MullenLowe. She continues, “It’s more than just a campaign; it’s a testament to the power of creativity in fostering connections and spreading goodwill.”
Kenyatte Nelson, Chief Membership and Marketing Officer Co-op said: “Co-op is different, and we are proud of this. Our members own our business and together we show every single day of the year how powerful cooperation can be as a force for good. After the tough year consumers and communities have faced, I know our members will step up and donate their member wallets this Christmas, or donate in our stores along with our customers, knowing we will stand by them, and match their generosity. Giving the gift of community spirit isn’t a trite marketing tag line, it’s a genuine desire by our members, customers and Co-op, to amass a Christmas funding boost to make a real difference to the communities we serve.”
