Co-op: Double

Co-op has launched a new campaign to highlight its pledge that, after a doubly hard year for everyone, the convenience retailer is doubling the amount of money it gives back to community causes. Co-op recently refreshed its membership programme, making a commitment that 2p in every pound spent by members on own brand products would go to local community causes, doubling what had previously been donated. This year Co-op is paying out £15million from its membership programme, a figure which is now set to reach £30million in 2021. The new campaign includes a new TV advert which launches tonight, created by Lucky Generals, based on a poem written in conjunction with up-and-coming spoken word artist Sarah Adedeji. The poem has been specifically written to encapsulate how everything has felt doubly difficult this year, but also deliver a message of hope that by working together we will emerge twice as strong. The ad begins with a girl leaving her house and getting on her bike as the first line of the poem plays out over VO. As she continues her journey through the alleyways and roads of her own community she passes a nurse coming home from a shift, neighbours checking in on each other, and a socially distanced exercise class. It ends with the line: “With all the people giving nothing less than double, up is the only way we’ll build out of this rubble.”