Purpose Awards EMEA 2020: Brand of the Year

Winner: Co-op

Purpose Awards EMEA 2020: Brand of the Year

Winner: Co-op

Lucky Generals' brief was to move the Co-op from being seen as 'vaguely ethical' to showing how it makes a difference. The tagline ‘It’s what we do’ focuses on how the Co-op does good things every day in all business units.

The launch married the message with tangible examples, such as buying Co-op Food helps fund over 4,000 local community causes.

The integrated marketing plan had a deliberately diverse approach to casting; for example, the ad featured a transgender woman celebrating how Co-op strawberries support causes like LGBTQ+ - prompting an outbreak of strawberry emojis in Twitter bios by way of public approval.

Activities were adapted to be relevant to local areas, with 253 unique out-of-home posters and 222 unique cinema ads.

Among the many other activities included a partnership with Steel Warriors to build 20 gyms in deprived areas made from surrendered knife-steel.

Consumer sentiment targets were exceeded. Between March and June 2019, 'brand feeling' for Co-op grew from 29 per cent to a record 32 per cent. Overall consideration amongst those who had seen the campaign increased 14 per cent.

Meanwhile, perceptions that Co-op Food is ‘high quality’ increased from 63 per cent to 68 per cent between March and September.

Financial results were also notable. In the 12 weeks to 28 December, year-on-year sales grew three per cent as the 'big four' supermarkets saw sales decline.

Highly Commended: Barbie

To mark the doll's 60th year, this campaign included steps to close the 'dream gap' - the time when girls start to doubt that they can be anything. Actions included highlighting role models - 20 women were highlighted globally, including British activist and fashion icon Adwoa Aboah by unveiling a one-of-a-kind “Shero” Barbie in her likeness; and encouraging 'purposeful play', such as through the "Inspiring Women" line spotlighting historical women’s stories - in 2019 these included Rosa Parks. New research, good-cause funding and inspiring events - including the "Barbie You Can Be Anything" celebration pop-ups at Smyths Toy Store locations in the UK - also took place.

Shortlisted: Hearst UK

Join us for Campaign & PRWeek's Purpose Summit on 26 November where we'll be examining the power of purpose in media and communications, revealing the difference a strong brand direction and purpose can have on your company's success. Click here to find out more and book tickets.

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