Co-op has announced the launch of its ‘Joys of Summer’ campaign in partnership with five national FMCG brands, including Heinz and Mars, to support families throughout the summer.
The brands joining the convenience chain in one of its largest partnership campaigns to date are Kraft Heinz’ Capri Sun, Mars’ Maltesers, Arla’s Cravendale, Premier Foods’ Cadbury baking kits and Danone’s Volvic.
The campaign – which will run from 20 July to 30 August – focuses on two main aspects, ‘Joys of Playing’ and ‘Joys of Sharing’, to promote 12 crafting and recipe activities using products and packaging from the partnered brands.
‘Playing’ activities include crafting bee hotels, bird feeders, garden games and baking recipes, whilst the ‘Sharing’ element sees the five brands funding several family-friendly picnics.
Linking to Co-op’s partnership with environmental charity Hubbub, these events will take place at the Hubbub community fridge locations which are local spaces to share food and reduce waste.
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The campaign will be promoted to the retailer’s members and customers through social media, over 2,200 radio adverts, large store window takeovers and vinyls, over 10,000 shelf takeovers, leaflets, till screens and a microsite.
“The joys of summer campaign was inspired by 18 months of lockdowns and how during this time many parents ran out of ideas to entertain children,” Co-op media centre manager, Anthony Jackson said.
“We also understand that the summer school holidays can be financially difficult for many families and we’re hoping this campaign, plus the funding of events in partnership with Hubbub, helps to provide some support to keep children entertained on a budget.”
Arla business unit director, Anna Sharp added: “The Co-op ‘joys of summer’ campaign is a great initiative to inspire families with ways to entertain their children and engage them in important sustainability topics.”
“By reusing Arla Cravendale bottles to make bee hotels, we hope to encourage the younger generation to care for nature and support biodiversity, something our farmer owners are incredibly passionate about.”
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