Co-op uses location-led OOH for exclusive new plant-based range 'Gro'

Integrated social promotion #GiveGROAGo uses automated Twitter coupons to offer student discount

Co-op has used a highly targeted, dynamic digital out-of-home campaign using location data to drive demand for its new and exclusive, extensive plant-based range, GRO.

GRO’s aim is to celebrate the diversity and deliciousness of plant-based food and the range is designed with the convenience shopper in mind.

Devised by out-of-home (OOH) and location marketing specialist Posterscope, in collaboration with Carat UK, the campaign coincides with the annual observance of Veganuary and aims to reach the growing community of consumers looking to reduce their meat consumption.

Believed to be the largest ever product rollout of own-brand plant-based products by a supermarket, the full GRO range features more than 35-meat free products which have been available from 8 January in 300 Co-op stores across the UK, with selected products on offer in a further 2,000 Co-op stores and in up to 4,000 independent retailers through Co-op’s wholesale operation, NISA.

The highly targeted out-of-home campaign used Posterscope’s location planning tools to identify and serve ads to screens near Co-op stores stocking the full GRO range. The campaign creative showcases three key products in the range – GRO Incredible Burgers, GRO Chilli Con Nachos and a GRO Hoisin D’ck Wrap – and features dynamic directional messaging to the nearest local Co-op.

An additional layer of location targeting sees DOOH frames in key University Towns (such as Brighton, Leeds and Bristol) carry a social integration offering students a discount on the range when they tweet #GiveGroAGo. This UK retail-first use of automated Twitter coupons is being facilitated by Sprinklr.

Creative is by AmazeRealise.

The digital OOH ads will appear on roadside D6s and are part of 100% national digital advertising campaign including social media.

Jordan McDowell, lead digital marketing manager at Co-op, said: “Our new plant-based range is bursting with delicious plant-based products, available to shoppers at their convenience, and we want to encourage as many people - dedicated vegans, or those experimenting to reduce meat in their diet - to sample the range. Our experience using out of home last year has demonstrated its effectiveness at driving footfall and encouraging product trial.”

Lee Mabey, integration strategy director, added: “This campaign continues Co-op’s focused use of out of home and with this latest campaign, its location-led placement and messaging will build on the success of its 2019 summer and Christmas campaigns.”

Jess Batiste, client account director at Carat, concluded: “For a convenience retailer such as Co-op it’s important that campaigns deliver on both awareness and product trial. This multi-layered campaign using location data and dynamic creative, and where relevant, an integrated social media promotion will ensure we derive maximum efficiency and real results.”

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