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.
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.
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.