Campaign of the month: Co-op

British supermarket chain Co-op has launched a new charity advertising campaign to support foodbank FareShare during the coronavirus pandemic.

The retailer took the decision to pull its Easter television advertising campaign and instead promote the work of FareShare across airtime worth £2.5m.

Produced in partnership with creative agency Lucky Generals, the advert features real Co-op staff on a video call format adhering to government guidelines on self-isolation.

The advert also features the common video call mishaps such as a failing microphone, camera issues and kids in the background.

The Co-op staff detail how the public can donate in-store or via text to FareShare, which will boost the existing £1.5m Co-op has already donated to the foodbank.

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

“Demand for foodbank 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.”

Lindsey Bodwell, FareShare CEO, added: “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.”

Kate Murphy, creative director at Lucky Generals, noted that she hoped the campaign would “make a real difference in a time of need for so many”.