Purpose Awards EMEA 2021: Brand of the Year


Purpose Awards EMEA 2021: Brand of the Year



Since its inception 175 years ago, Co-op has supported communities across Britain. In 2020,
during the Covid-19 pandemic, Co-op wanted to provide additional support for the vulnerable
within these communities. It took on a range of initiatives underlined by the brand's core
belief that 'cooperation together beats individual endeavour'. It tackled food poverty, with
footballer Marcus Rashford, who had himself experienced food insecurity, becoming the
public face of a TV campaign for food charity FareShare. The campaign featured Co-op
colleagues and asked the nation to donate via text, and the Co-op also supported Rashford's
campaign to extend free school meals during the school holidays.

Co-op also provided additional support for community causes. When its members shop with
the brand, they earn rewards on their membership cards. Co-op asked them to donate any
unspent rewards to its newly-founded Coronavirus Members Fund, set up to help a range of
community causes. It also accelerated the launch of Co-operate, an online platform that links
volunteers with community causes in need of help.

Other initiatives included a partnership with the National Portrait Gallery and the Duchess of
Cambridge, celebrating the nation's helpers and heroes in a national exhibition called Hold
Still and standing in solidarity against racism. Through a 12-week media partnership, Co-
op's funeral business worked with agency partners to deliver expert guidance to anyone that
had lost a loved one. This gave families the opportunity to pay public tribute to their loved
ones at a time when Covid restrictions severely limited the time they were able to spend with
them in their last days.



Daily Mail - DMG Media



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