co-op x your local pantry

While many of Co-op’s competitors adapted their ads to reflect the mood of the nation in a cost of living crisis, we worked with the ethical ratailer to go one step further – pulling the Christmas ad altogether and re-investing in an important community initiative. Instead of launching a traditional supermarket multi-million pound TV commercial, we developed an impactful purpose-led campaign to raise awareness of Your Local Pantry – a network of community food projects helping people tackle the rising cost of living.

Partnering with TV Chefs Big Zuu and Miguel Barclay, Co-op hosted a stream live from Your Local Pantry in Peckham. The unique activation brought the nation together through food, by demonstrating simple and nutritious recipes for only a few pounds, as well as meeting the Local Pantry volunteers and members who are helping their community grow and thrive.

The media-first campaign landed gold-tier coverage across national, broadcast, regional, consumer publications and showed Co-op’s commitment to making things a little fairer for its communities, members and colleagues this Christmas and beyond.

An extensive paid influencer strategy amplified the campaign and extended the reach even further. Halpern secured and managed a roster of talent including Miguel Barclay, Emmanuel Asuquo, GoFundYourself, TheHumblePenny and, BudgetingMum.