Co-op's reputation hasn't really recovered from its spectacular nadir in 2013 when its bank – chaired by "Crystal Methodist" Paul Flowers – was found to have a £1.5bn hole in its accounts. Six years on – and with the bank out of sight as a separate company – the group wants to remind you of the reason it exists and the good it does in its community.
Co-op is far from the first brand to put "purpose" at the heart of its marketing, but Lucky Generals' campaign has avoided the trap of losing itself in the concept. The spots deftly moves between Co-op customers and the people their money help, managing to both promote products and highlight Co-op's good work.
After a few years out of the spotlight, it's about time Co-op was allowed out of purgatory. Let's hope these ads, and the wider work the brand has done, such as the exercise equipment made of knives, help unlock the gates to a brighter future.
Title "One Co-op"
Client Alison Jones, customer director
Agency Lucky Generals
Director Nicolai Fuglsig
Production company MJZ