Co-op has become the first grocery retailer to promote its aggregator app partnerships in a TV advert, it says, with Uber Eats, Deliveroo and Just Eat all featuring in its new Christmas campaign.
The minimalist, text-based ad tells of “just a small gathering” with a rapidly expanding guest list. “Relax”, the ad reads, “we delivery party food in as little as 20 minutes” before showing the branded delivery bags of all three major courier platforms.
The ad, created by Co-op with agency partners VCCP and Dentsu, is set to early 90s dance anthem No Limit by 2 Unlimited.
The campaign – the first from Co-op to focus on its quick-commerce offering – extends to in-store shelf barkers, posters and displays on self-checkout machines.
The aggregator apps have featured retailer partners in their own ads previously. Deliveroo in 2021 featured Waitrose, Aldi, Morrisons, Sainsbury’s and Co-op in an ad in which Deliveroo “presents a world of groceries in the palm of your hand”. This is the first time a retailer has starred its delivery partners in an ad.
“Co-op’s ad campaign is a landmark moment for the grocery sector which recognises the vital role partners like Just Eat play in delivering convenience - especially as we gear up for the busiest time of year,” said Rebecca Fallon, grocery strategic account manager at Just Eat.
“Rapid delivery networks like Just Eat offer real value for communities, connecting retailers with customers to supply everything from groceries to healthcare essentials, all in a matter of minutes. This is a landmark moment for the grocery industry, a true reflection of how convenience and innovation are reshaping customer expectations,” she added.
Last year, Co-op revealed its plan to capture close to a third of the store-to-door, rapid delivery market within the next four years. The retailer’s aim is to take 30% of the UK quick-convenience market, which it defines as fast deliveries made from stores to customer homes.
Co-op has grown its quick-commerce operation “at pace”, it said, and estimates more than 80% of the UK population has access to Co-op groceries either through its own online shop – shop.coop.co.uk – or through its aggregator app delivery partners.
Earlier this year, Co-op was named the most popular grocer on the major delivery platforms in a study based on data from couriers using the Rodeo app.
In February this year, Co-op began offering in-app access to Member Prices on Uber Eats, a UK supermarket first for a delivery aggregator app, as well as its own online store. In September it launched 24-hour rapid delivery in three UK cities in response to increased demand from “shift workers, parents of young families and late-night revellers”.
It also extended online availability times in more than 1,600 stores – within the store’s existing opening hours – “helping more customers to shop later in the evening”, it said.
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