• The ad features Co-op colleagues communicating over video conference

  • The society has ditched its original marketing campaign, which was focused on its Easter eggs

  • Shoppers will be offered the option of donating at tills or texting the number in the advert

 

The Co-op has donated £2.5m worth of airtime over Easter to support FareShare.

The society has ditched its original marketing campaign, which was focused on its Easter eggs, and created a new advert to promote the work of food redistribution charity FareShare.

Co-op said the ad, which was made in partnership with FareShare and goes live today, pays tribute to the local heroes who are playing their part in feeding the nation during the coronavirus crisis.

It features Co-op colleagues using – and in some case struggling to use – the video conferencing tools that have suddenly become a big part of so many people’s lives. It encourages customers to support food banks by either donating in-store or via a text to a dedicated number, which will help top up the £1.5m of food Co-op has already pledged to FareShare.

Co-op shoppers will be offered the option of donating at tills in amounts of 50p, £1, £2 or £5. Texting the number in the advert will automatically donate £10 to FareShare.

“In these times of national crisis, food banks are a lifeline for those who rely on the donations to feed their families,” said Co-op retail CEO Jo Whitfield.

“Demand for food bank services has already gone up in the past couple of weeks, and this is only set to grow as the number of people who unexpectedly find themselves without a regular or reduced income increases.

“Every day we are seeing outstanding acts of kindness as communities pull together to support those who are struggling, and our amazing Co-op members and customers tell us they want to help to support their communities and do right by those in greatest need.

“I’m delighted we can make it easy for them to donate what they can to help FareShare and its very own band of local heroes. If we all co-operate together, we can make a huge difference.”

FareShare CEO Lindsey Boswell added: “As we face up to the coronavirus crisis, we’re determined to do everything we can to continue getting food to those who are most vulnerable. The money raised by generous Co-op customers will enable FareShare to provide emergency food supplies to frontline charities in communities across the UK.

“We are extremely grateful for Co-op’s support at this incredibly challenging time.”

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