‘Even a proper donut knows that Co-op members save more.’

To promote Co-op’s brand-new membership proposition and exclusive member prices, a new campaign from Lucky Generals uses simplistic ‘don’t be a donut’ messaging to playfully appeal to customers' better judgement.

As the cost of living crisis continues to place strain on consumers' pockets, the new campaign highlights the money-saving benefits of being a Co-op member. By urging shoppers to make use of the new pricing system it doubles down on the value of customer loyalty. The hero film introduces the character of a Co-op-shopping-donut ,who is proudly a Co-op member and shares saving tips with other customers in store.

The ‘proper donut’ who loves a bargain is shown shopping, bumping into other customers and sharing that you can ‘save a few quid on items, just by being a Co-op member. The human-sized donut complete with pink icing and sprinkles wanders around the store happily making the most of the new scheme before a voice-over adds: ‘Even a proper donut knows Members save more with Member Prices. Sign up and save today.’

The playful campaign aims to convey the Co-op’s message in a simplistic way, outlining the benefits of membership without overcomplicating the narrative.

“The premise is simple,” explains Kenyatte Nelson, Chief Membership and Customer Officer at Co-op. “There is only upsides to being a Co-op Member because we exist to create and return value to our Members. Whether that value comes in the form of Member Prices and personalised offers on products that they love, two per cent back on every pound spent on Co-op products, two per cent back to local community causes or having a direct say in how the business is run,” he adds.

The donut character marks a change in direction in Co-op’s marketing, as the brand intends to continue to feature the new character prominently across the entire media mix of print, digital out-of-home and social adverts. The stripped back proposition focuses on member prices and aims to inject a more playful approach to supermarket communications.

Since launching membership prices in April 2023, the membership benefit is one of the Co-op’s top communications priorities. The supermarket has committed 65% 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 campaign aims to both drive awareness and sign-ups to the scheme.

“At a time when the cost-of-living crisis is increasingly prevalent, I’m clear that Member Prices are now one of the most tangible reasons to join our Co-op,” adds Nelson.

In the midst of the cost of living crisis, supermarkets have a unique opportunity to support customers. Co-op’s bargain-loving donut brings this notion to life with a sprinkle of joy. Through membership prices, the Co-op is able to support with meaningful cuts that help customers save money and through simple, playful communications the brand is able to help maintain the upbeat tone that so many need during difficult times.