By Jo Whitfield, Co-op Food CEO
Today we’re launching a brand new ad campaign starring our very own, fantastic colleagues. It’s not a normal, traditional Easter campaign because, right now, nothing seems normal.
So, instead of airing our Easter marketing campaign, we’re donating the £2.5m of our media air time to showcase FareShare and our partnership with them. This is more marketing spend than they’ve ever had before and we hope this will help bring communities together in a time of need.
In the ad, we’ll be asking our amazing customers and members to donate what they can to support those in need right now, in the hope we’ll supercharge the £1.5m we’ve already pledged to donate to them.
Foodbanks are a lifeline for those who rely on the donations to feed their families and demand for foodbank services has already gone up. This is only going to grow as the number of people who unexpectedly find themselves without a regular or reduced income, increases.
We want to show the nation what everyone can achieve when we co-operate. And, when the going gets tough, we can all still help each other and help those who need it most.
We believe that working together makes the biggest difference. That’s why we’ll be making it as easy as possible for customers and members to get involved by donating:
- by text – donating £10 to FareShare by texting MEALS to 70490
- in store through new bar codes at the till point (50p, £1, £2 or £5 goes to FareShare)
There’s no doubt that all of our lives have changed beyond recognition; whether it’s working on the front line serving our local communities, juggling work and home-schooling from our homes, shopping for essentials for vulnerable friends and relatives or finding new ways to connect with our loved ones online. These are difficult and uncertain times. But when we work together, when we all pull in the same direction, great things can happen. It’s what co-operation is all about, and it’s what we do.
The new TV ad launches today, but you can watch it here: