By Rebecca Duffy, Campaign Manager – Customer Team
I’m part of a team responsible for delivering marketing campaigns for our Food business. I love seeing a campaign grow and develop over time showcasing our products and services.
For me, a fantastic marketing campaign must really connect with our customers through ‘stand out’ creative and relevant and engaging content – featured across the right marketing channels such as press, social media, PR and of course to share with our colleagues.
Valentine’s Day is important to us
Some people see Valentine’s Day as a ‘Hallmark Holiday’ but in real terms it’s such a relevant event for Co-op.
With Valentines Day falling on a weekday and many still not venturing out as much as they used to, our shops have a strong role to play in providing convenient, quality meal and gifting solutions for them to celebrate the occasion at home.
Developing our creative ideas
Our Valentine’s Day planning started when our Propositions and Planning teams reviewed any insight, commercial data, and wider market trends to create an overarching plan for Valentine’s Day. Campaign managers then took this plan and produced a campaign brief for our agency partners who then came back to us with strategic, creative and media recommendations. I then worked with the agencies and wider stakeholders to make sure we had an idea to best showcase the quality and value of our products to excite our customers into shopping with us for their romantic meal and gifting needs.
Once we’d signed-off on our Valentine 2022 approach, the business and content leads who look after our channels then took the campaign ideas to the next stage and developed them into marketing content – that’s everything you see in store as point-of-sale (POS), outdoor and press adverts, social media, ecommerce and web content.
Making our campaigns as far reaching and targeted as possible
Together with our Media Planning team and our agency partners, we make sure we target the right messages – to the right people – with the right media channels – at the right time. For Valentine’s, we’re clear who our different audiences are and we’re honing in on their individual needs using the channels we know will reach them.
For example, we’re making great use of outdoor adverting panels you see at bus stops and roadsides, which are often located close to our shops. They’re a brilliant way to drive customers (both old and new) into their local Co-op and introduce them to Valentine’s Day, Co-op-style.
Our Valentine’s meal deal
It’s the heart of our Valentine’s Day offering and all the products are from our Irresistible range – so we can really shout about their quality to our customers. I mean, Chorizo Soft Set Scotch Eggs to start with just sounds so amazing! Followed by Rump Steak and Chips and luxurious pudding options to choose from, all washed down with some Co-op Irresistible Prosecco! And to get all that for £15* (that’s £12 with our Colleague Member Discount) is pretty good going.
I’m especially excited to taste our Dark Chocolate and Raspberry Velvet Tortes, which are vegan-friendly too, but that’s not to say I won’t be tempted by the Triple Chocolate Profiteroles too!
Seals of approval
Our meal deal is ‘Good Housekeeping Approved’, and it’s the first year the meal deal products have been awarded the ‘Good Housekeeping’s 2022 Valentine’s Taste Test Award’ – tested by real people and experts within the food industry.
Across the photography used in our campaign, our range looks fabulous and we always showcase our campaigns and delicious products in our Co-op Food magazine. It’s another opportunity to talk about our quality products and their sustainability messages, especially Fairtrade – that’s important to many of our customers with Fairtrade Fortnight just around the corner.
‘The proof is in the pudding’
I’ll absolutely be popping into my local Co-op to buy our Valentine’s Day meal deal. Whether I’ll be doing the cooking, or my husband – that’s the big question… If I do end up cooking, there’ll be a trade-off and I’ll hope to be served a leisurely breakfast this weekend – a perfect prelude to Valentine’s Day.
It’s always great to receive flowers on Valentine’s Day and we’ve got it covered. You can pick up our Fairtrade Roses for £10 (£8 with Colleague Member Discount) and know that you’ll be supporting growers and their families in Kenya.
We’ve also got our Irresistible Chocolate Hearts for just £2 (£1.60 with Colleague Member Discount), which are of course made from Fairtrade chocolate.
Whilst in store, I’ll look out of for a well-deserved gift for my husband, because don’t forget it’s 20% off branded products this Friday 11 and Saturday 12 February with our Colleague Member Payday Event.
These are my plans and hopes for Valentine’s Day – what are yours?
*Meal deal is £10.60 with a soft drink and discount