It's what we do, says Co-op in community-minded campaign

Co-op has teamed up with Lucky Generals to create a lovely, authentic-feeling campaign which champions the company's investment back into communities through the strapline 'It's what we do'.

The three launch spots - Multi-Story, Live On and Workshop - directed by Nicolai Fuglsig through MJZ London, reflect how Co-op runs its businesses in food, insurance and funeralcare differently, because it is owned by its members, not by shareholders. 

“We exist not only to make a profit by doing good things, but also to do good things with the money we receive," says Ali Jones, Customer Director. "As we enter an era where consumers are increasingly demanding that businesses take a lead in improving their communities, we need to seize our opportunity, decisively. In particular, we need to communicate our co-operative difference and show that it’s not just a token gesture, it’s what we do.”