The Co-op is promoting its convenience range by taking dishes to a million people in city centres and cultural events across the UK.
The retailer is serving dishes from the range in cities including London, Manchester and Glasgow, as well as festivals including the LeeFest in Kent and Upfest street art festival in Bristol, as part of its ‘Be as unpredictable as the summer’ campaign.
Teams will rolling up to the venues armed with a branded Co-op Airstream trailer, from which it is serving dishes it has prepared, and roving Piaggio scooters, whose riders hand out on-the-go samples.
The dishes take inspiration from the Co-op’s Facebook followers, who have suggested “secret ingredients” in the recipes.
“With a convenience store in every postal area and a fantastic range of own brand food and drink, we aim to show customers that the leading convenience retailer has everything covered in its stores, even when a spontaneous opportunity presents itself,” said Co-op customer director Jemima Bird. “There’s no denying that the Great British summer is unpredictable and this campaign works to encourage the nation to try something new and allow their dinner to be unpredictable too.”
As well as promoting its convenience range, the summer campaign will raise money for the Co-op’s national charity partner, the British Red Cross, by encouraging people receiving the tasters to ‘pay it forward’ by donating £1. Money raised will help the Co-op/BRC campaign to highlight and tackle loneliness and social isolation in Britain.
“The pay it forward donation really shows our commitment to our chosen charity and allows consumers to give something back to their community,” Bird added.
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