Co-op Food, the UK’s leading convenience retailer, launches the latest chapter of its ‘Pop to Co-op’ creative platform, encouraging members and customers to leave the ‘big shop faff’ behind and get great value on everyday essentials with ease, through their commitment to Aldi Price Match and amazing promotions.
Created in partnership with agency of record VCCP, the new integrated campaign supports the premise that shoppers do not having to compromise on shopping conveniently because of price, highlighting how Co-op offers the value of a big shop without the time, hassle and frustrations that come with it.
The campaign builds on Co-op’s Aldi Price Match launch in 2025, and its Pop to Co-op creative launched earlier this year, with the combined focus of value and convenience at the heart of its creative. With people continuing to face pressure from rising food prices, the work aims to challenge any perceptions of Co-op as an expensive retailer and demonstrate that convenience delivers great value.
The 20” hero film, directed by Jonas Odell and produced by Girl&Bear Studios, highlights all the reasons the big shop is a NO, whilst value shopping via Aldi Price Match at Co-op is a big YES. Soundtracked by “Suttin Like That” by Kurupt FM, the film uses the track’s energy to show all the reasons to avoid big shop faff: from wonky trolleys and endless aisles to trips that can take several hours, the film spotlights the tensions of the big shop. Why put yourself through the faff when you can simply pop to Co-op and pick up great value, good quality and responsibly sourced products.
Sam Walker, marketing director at Co-op, said: “Through this new creative we are showing our members and customers that there’s no value compromise to shopping conveniently, and they can enjoy the ease of a small shop experience, alongside the benefit of great prices on the items they want to buy. I’m delighted with the new campaign, which perfectly reflects our tone of voice and our position as the UK’s leading conveneince etailer.”
Rachel Morris, creative drector at VCCP added: “Why put yourself through wonky trolleys, 97 aisles of tat and a shopping trip that takes all afternoon when you can get Aldi Price Match value by simply popping to Co-op? It’s value, without the big shop faff.”
The integrated campaign, with media planning and buying by Dentsu, will run across the UK from 9th September until 20th October 2026 across TV, radio, OOH, social and display.
