Co-op ditches TV ad to encourage donations this Christmas

The campaign is in partnership with MullenLowe UK

MullenLowe UK  has partnered with Co-op to launch its Christmas brand campaign, aiming to showcase the power of giving back during the festive season.

This year, Co-op has chosen to ditch the traditional Christmas TV ad and, instead, focus on collecting donations to showcase the ‘gift of community spirit’.

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. Each cause aims to provide tools, wellbeing, growth, and community support.

The campaign aims to encourage Co-op members to donate their unused rewards via their Co-op app. 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).

The festive campaign seeks to highlight the impact the donations have on people, allowing community projects to access necessary things such as bikes, therapy sessions, and cooking equipment.

The full campaign will stretch across all digital channels, including social media, VOD, YouTube, OLV, DOOH, and Display.

Kelly Cross, Client Partner, MullenLowe said, ‘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.

‘It’s more than just a campaign; it’s a testament to the power of creativity in fostering connections and spreading goodwill.

Featured image: Co-op / Instagram