Earlier in May we announced that from our bacon and beef burgers to our chilled ready meals and pork pies, from now on 100% of our fresh meat will come from British farms. That’s the main message in our summer campaign, which started last week. Our new TV ad is on screens and you can watch it here and take a look behind the scenes below:
Point Of Sale went live in stores last Wednesday and we’ll have local marketing activity around our new stores and refits, introducing Co-op to new communities. There’ll also be advertising in press, outdoor, and through digital, plus social media and PR, and we’ll be popping up at agricultural shows and events across the country, so keep your eyes peeled for lots of exciting 100% British activity coming up.
We’ll be explaining to customers what our commitment means, and how it’s not just our fresh protein that’s 100% British, but also the fresh meat in things like our sandwiches, scotch eggs and chilled ready meals; the places some might expect us to cut corners.
We’ll also show the impact this makes, and the ripple effect of investing in British farmers. The food on your plate puts food on the plates of British farmers, and every single person they employ, their families and their communities. Making it taste even better.
And it’s not just about fresh meat. Look out for other categories we’re proud to say are British all summer long, like our strawberries and our seasonal British flowers.
Behind the scenes of our summer TV ad
Rachel Liversedge, Campaign Manager, told us about the TV ad:
“The ad celebrates the commitment we’ve made by sourcing 100% of our fresh meat from Britain and shows the big difference this makes. Obviously it’s great for our farmers, but it’s so much more than that – the investment ripples out across the whole community.
It’s something no-one else is doing and it’s so important. Buying Co-op British not only tastes great but supports our farmers and their communities.
We filmed on one of our great pig farms, and saw all of the hard work they do every day.”
David Stockings, from Potters Farm, Ewelme, supplies Irresistible pork and his farm features in the TV ad. David said:
“Traditionally the stability of supply and demand within the pig industry is not consistent, however our contract with Co-op has given us the security that there is an outlet for our finished product. This in turn has enabled the expansion of the company and investment into the local community, including a substantial amount donated to the local Hockey Club to contribute to replacing an astro turf.”