We were shortlisted for an impressive nine awards at the recent CMAs. Our work on #StandAgainstRacism in partnership with Channel 4 and the other supermarket chains took home both the Campaign of the Year Award and a Media partnerships award while our In Loving Memory campaign took home the Public Sector Award. We were also highly commended for the work we’ve done in Funeralcare as part of a Media Partnership with Reach.
You can read more about our two winning campaigns below.
In Loving Memory – Co-op Funeralcare Campaign
By Alison Keane – Campaign Manager, Funeralcare
Our In Loving Memory campaign gave families the opportunity to pay tributes to a lost loved one and share it in their community, by creating loving memories which were published in local news titles. This campaign was the result of a real joint effort between colleagues in funeral homes, ourselves in the marketing team and the families who shared tributes.
It was so special to offer families a free opportunity to have an extended tribute in their local newspaper. This helped share special memories – possibly with people who were unable to attend the funeral.
Family members were interviewed by experienced journalists, who created lasting tributes that families can cherish. We also produced a public service style announcement from Co-op Funeralcare, which included everything people needed to know about planning a funeral in the pandemic and signposted other helpful organisations to support people who are grieving. This was much needed advice at a time when our nation was in mourning.
The content ran across the Big Britain Package of newspapers owned by Reach which included nine national titles such as the Daily Mirror, Daily Record, Express and over 120 regional titles. In total we featured 77 In Loving Memory tributes across the campaign.
As well as creating special content for the families, I think readers found it informative and helpful. The campaign showcased the amazing work we do in Co-op Funeralcare and how we can help families say their best goodbyes.
It was amazing to be able to deliver such a meaningful campaign. It was a heart-warming project to be involved in, especially during a pandemic. Because of the covid restrictions we had to think creatively, and I was surprised to find what we could deliver virtually. It was wonderful to be able to provide an extra way to support families at such a difficult time and I’m so proud that this was recognised at the CMA awards.
By Scott Bennett-Pearce, Social Media Manager
I was so pleased to see our partnership with Channel 4 and the other supermarket chains take home the Campaign of the Year Award for #StandAgainstRacism.
It was an important opportunity to join forces with the other supermarkets to share a strong anti-racist message and we’re particularly proud as it was all brought together in just a few days.
Part of the campaign was an ad takeover which was the first of its kind, where back-to-back ads were played with the same message during the breaks on Channel 4. #StandAgainstRacism was used and gathered lots of support on social media. Our social media posts have been seen by 1,298,000 people and were shared, re-tweeted and reacted with by thousands of people across the country.
After Sainsbury’s received a lot of racist comments in reponse to their Christmas advert, we wanted to share our support and show they weren’t alone in getting these kinds of comments. Most importantly, we wanted to show it wouldn’t be tolerated and other supermarkets also stood up to amplify this message and show a united response against racism.
Our social campaign used some of the content from the Channel 4 takeover and some of our own posts and content too. Some of the most upsetting but important content was created using some of the posts and comments we’ve received on social media. It was difficult to pull together and read the hate, but we have to call this out as unacceptable.
I’m so proud to have been involved in this campaign as it showed me we’ve still got a way to go to be fully inclusive and I want to play my part. It makes me so proud when colleagues and people that follow Co-op on social media reach out thanking us for standing up to racism and for supporting them. We can all make a difference, and we do make a difference every day on social media with our actions.