Co-op "Honest value" by Lucky Generals

Co-op showcases the perks of responsibly-sourced bog roll in a campaign promoting the brand's ethical value range.

Lucky Generals created the campaign and came up with the name for the new range, Honest Value. The ads showcase Co-op’s view on ethically-sourced products, with reference to "fair prices for tea growers and tea drinkers" and "responsibly sourced" loo roll which is also "responsibly priced". Radio activity declares: "Sticking to your values shouldn't cost you extra", before describing its new product selection as "a value range with values".

The campaign launched yesterday (10 February) alongside outdoor, in-store and digital activity. It was directed by Kelvin Hutchins through Lucky Studios, and media is handled by Dentsu.