Co-op has revealed that it hasn’t created a Christmas TV advert this year after deciding to focus on collecting donations for local community projects.
Whilst several leading supermarket chains have launched lavish Christmas campaigns featuring TV and film stars, Iceland also revealed earlier this month that it wouldn’t be releasing a festive TV ad in order to invest in supporting its customers hit by the cost of living crisis.
The Co-op is calling on its customers to donate money, either via their rewards balance in the chain’s membership app or via in-store donations at till points, which it has pledged to match.
The money will go towards local community causes such as hot meals for those in need and sports supplies for kids’ clubs.
Kenyatte Nelson, the Co-op’s Chief Membership and Marketing Officer, said: “After the tough year consumers and communities have faced, I know our members will step up and donate their member wallets this Christmas, or donate in our stores along with our customers, knowing we will stand by them, and match their generosity.
“Giving the gift of community spirit isn’t a trite marketing tagline, it’s a genuine desire by our members, customers and Co-op, to amass a Christmas funding boost to make a real difference to the communities we serve.”
A campaign for the donation activity will run across out-of-home, print and digital, broadcast partnership, VOD and Co-op social and digital media.
NAM Implications:
- If Retail Media is really moving as fast as we believe…
- …perhaps Iceland and the Co-op’s moves are the beginning of a shift in media usage.
- i.e. if their absence from traditional Christmas media makes little difference…
- …it has to beg a fundamental question…
