Bringing Valentine’s morning to life
For Valentine’s day, The Co-op wanted to do something a bit different. Instead of focusing on the normal romantic meal in, they wanted to do something fresher and cheekier, something that they could own and that would appeal to millennials as well as the more established Co-op audience.
We discovered that Valentine’s morning is often an overlooked occasion. This year, with Valentine’s day falling on a Sunday, it seemed the perfect opportunity to leverage this and so our strategy focused on breakfast in bed and the line ‘Love at first light’. With a fun, cheeky TOV to capture the hearts of customers, we gave them inspiration to make delicious recipes for breakfast using Co-op’s quality ingredients.
With standout in-store materials, we highlighted the most delicious breakfast ingredients and took the customer on a journey to pick up everything they need including handy recipe cards.
We also teamed up with Fred Sirieix, a man famed as a guru of love and popular with millennials. We shot a variety of short videos of Fred giving his tips for love and recommending the most delicious Valentine’ breakfasts.
The campaign also features in press and on radio.