Co-op has followed Iceland Foods in choosing not to create a TV Christmas advert this year as it instead focuses on collecting donations to showcase the ‘gift of community spirit’.
The convenience retailer is calling on members and customers to donate money, either via their rewards balance in the Co-op Membership app or via in-store donations at till points, which it has pledged to match.
The money will go towards local community needs such as hot meals and sports supplies for grass roots kids clubs.
Raised funds will be shared equally between all current Local Community Fund causes and paid out to them in early 2024.
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Co-op chief membership and marketing officer Kenyatte Nelson 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 tag line, 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.”
The campaign will run across out of home, print and digital, broadcast partnership, VOD and Co-op social and digital media.
This comes as Iceland has also chosen not to release a Christmas TV ad to instead invest in supporting customers during the cost-of-living crisis.
In a statement to Grocery Gazette, executive chairman Richard Walker said the move was a “no brainer”.
“As a business we were faced with a decision. Do we spend millions creating and sharing a TV advert or do we invest the money supporting our customers during the cost-of-living crisis?” he said.
