Co-op "What's for tea" by Lucky Generals

Co-op has launched a campaign to highlight the issue of food insecurity in the UK during the coronavirus pandemic.

Created by Lucky Generals, "What’s for tea" shows children as they annoy their parents by constantly asking what they’ll be having for tea, before bringing to light that Co-op has donated five million meals to families in need.

Launched alongside print, digital and in-store activity – as well as a 20p donation to charity every time a customer buys a picnic product from the brand – the work was directed by Si & Ad through Academy. Media was handled by Dentsu Aegis Network.

In May, Co-op enlisted England and Manchester United striker Marcus Rashford for a campaign urging consumers to donate to food banks across the country.