Grocer Gold Awards 2022: consumer initiative of the year

Winner: Co-op - Co-op26

Last year’s COP26 climate summit presented an opportunity for Co-op to indulge in some clever wordplay. To build associations with the event, the retailer temporarily changed the name of its stores and social channels to Co-op26.

But the Co-op26 campaign was more than just a brief name update. It was backed up by a 10-point climate action plan released earlier in the year, setting out a blueprint for achieving net zero by 2040 – 10 years ahead of the government target.

With the help of BBC presenter Cel Spellman, who came on board as an ambassador, Co-op26 shone a spotlight on that work. While PoS highlighted the retailer’s efforts and stores in major cities got major makeovers, consumers were encouraged to make their own pledges on social media.

As a result, Co-op was the second most talked-about grocer in relation to COP26.

Shortlisted:

• Asda - Produce Reinvention
• Birds Eye Green Cuisine - Proud to Power Team GB
• Ocado Retail - Good News Just for You
• Spar UK - Pick of the Bunch
• Weetabix & The FA - 2022 Activation