The Co-op joins the Cop26 conversation with playful name change
The Co-op has welcomed the arrival of a near-namesake climate change conference in Glasgow from this weekend with a nationwide ‘rebrand’ of its grocery and funeral home businesses to ‘Co-op26.’
The Co-op has changed its name to ‘Co-op26’ for the duration of the climate summit
Dovetailing with the Cop26 conference, the temporary name seeks to engage customers on the issue of sustainability so that each of us plays our part in limiting carbon emissions at a grassroots level, part of a partnership with Count Us In.
Three stores in Glasgow city center have been chosen for the makeover, with outlets at Westminster Bridge, Manchester High Street and Keele University all getting in on the action with exterior signage and window vinyl takeovers pronouncing the new look.
The arresting new branding will also feature across the brand’s social channels for the duration of the conference, with the remainder of the ethical retailers’ 2,600 food stores and 830 funeral care homes playing their part via in-store marketing such as boards, shelf labeling and bunting. To ensure everyone gets the message to eat more plants, switch energy suppliers, reduce food waste and repair/reuse appliances, exterior bollard covers and in-store radio takeovers are also planned.
Steve Murrells, chief executive officer of The Co-op Group, said: “Climate action needs to be truly accessible and inclusive in order to make the difference that’s so urgently needed. While the world looks to the Cop26 conference to guide global leaders on how countries can accelerate change, we are shining a spotlight on how Co-op, our customers, members and colleagues can all play their part in the fight against climate change on a community level.
“Through the launch of the Co-op26 campaign and our partnership with Count Us In, we want to grab the attention of communities all across the UK to get them thinking, asking questions and taking action, as well as equip them to use their voice and successfully activate the ‘tell your politician’ pledge.”
The Co-op recently published a 10-point climate change action plan to become a net-zero business by 2040, on track to become the first supermarket in the world to sell fully carbon-neutral own-brand food and drink by 2025.
The Co-op26 concept was developed by creative agency Lucky Generals, fresh from their cheeky ‘It doesn’t matter where you shop’ appropriation of rival retailers’ logos right on their doorstep. PR agency Halpern, tech marketing company ITG and tech data consultancy Kin+Carta also collaborated on the stunt.
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