Co-op's proper donut
The supermarket chain focusses on its member prices in a new campaign created by Lucky Generals through Hungry Man.
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Created by Luck Generals through Hungry Man, this new spot for supermarket chain Co-op focuses on the money-saving benefit of being a member, and features a regular Co-op shopper, visually represented as a ‘Proper Donut’, who loves a bargain and waxes lyrical about Co-op’s new Member Prices
In a step change of direction, the character is shown shopping in store while also engaging with other customers informing them how shoppers “save a few quid on items, just by being a Co-op Member” and encouraging them to take advantage of the savings on offer.
The advert’s final line acknowledges the feature of the donut character and states: “Even a proper donut knows Members save more with Member Prices. Sign up and save today.” The donut character will feature prominently across the entire media mix of print, digital out-of-home and social adverts.
Credits
View on- Agency Lucky Generals/New York
- Production Company Hungry Man
- Director Dan Opsal
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Credits
View on- Agency Lucky Generals/New York
- Production Company Hungry Man
- Director Dan Opsal
- Editing The Assembly Rooms
- Post-Production Agency: Untold Studios/Los Angeles
- Sound 750mph
- Executive Producer Matt Buels
- Producer Hannah Stone
- DP Amelia Hazlerigg
- Editor Nick Allix
- Producer Simon Downie
- Post Producer Lauren Oldfield
- Creative Director Ben Cronin
- Colorist Julien Alary
- VFX Supervisor Alex Grey
- Compositor Tom Humphrey
- Sound Designer Jake Ashwell
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Lucky Generals/New York
- Production Company Hungry Man
- Director Dan Opsal
- Editing The Assembly Rooms
- Post-Production Agency: Untold Studios/Los Angeles
- Sound 750mph
- Executive Producer Matt Buels
- Producer Hannah Stone
- DP Amelia Hazlerigg
- Editor Nick Allix
- Producer Simon Downie
- Post Producer Lauren Oldfield
- Creative Director Ben Cronin
- Colorist Julien Alary
- VFX Supervisor Alex Grey
- Compositor Tom Humphrey
- Sound Designer Jake Ashwell
In April 2023, the retailer introduced Member Prices and this membership benefit is one of the Co-op’s top communications priorities for 2023. Co-op has committed 65 percent of its annual marketing budget to promote the initiative, including a new visual identity, significant media spend behind the ‘Members Save More’ campaign and the introduction of innovative channels.
The new campaign – which has been designed to not only raise awareness of the new Member prices initiative, but to also drive Membership acquisition and shift Member sales penetration –was led by Co-op’s recently appointed Chief Membership and Customer officer, Kenyatte Nelson. The concept was created by Lucky Generals and the full campaign was developed across Co-op's agency partners, including MullenLowe Group, Dentsu and ITG.
Lucky Generals said: “What could be more charming than a 6ft tall talking donut sharing his Member Price wisdom with fellow shoppers and proving that even a Proper Donut knows Co-op Members save more.”
