The 'Unpredictable Summer Menu' activity, which kicked off on the 23 June and runs until 2 September, has been devised together with iD. The experiential agency announced in May that it had won a brief from the Co-op to deliver a series of experiential events.
Co-op, which offers services spanning the food, financial, travel and electrical industries, has asked Facebook fans to help co-create new dishes by suggesting their ‘secret ingredients’. A selection of these meals are then being shared across dozens of city centres, events and festivals. Dishes - recipe boxes containing all the ingredients necessary to help keep dinner 'unpredictable', are being served by brand ambassadors from a branded Co-op Airstream, alongside roving Piaggio scooters packed with on-the-go samples.
Samples are currently being distributed in Liverpool city centre (from 19-21 July), following earlier activity in London, Leeds and Somerset, with other target areas throughout the rest of July and August including Manchester PIcnic, Upfest Street Art Festival in Bristol, Countryfile Live, Lee Fest in Kent, as well as city centres in Nottingham, Edinburgh, Newcastle, Manchester, Glasgow, York, Reading and Sheffield.
As part of Co-op’s summer campaign, the brand will also be raising money for the British Red Cross by encouraging consumers who enjoyed their taster to ‘pay it forward’ by donating £1, with all money raised contributing to a partnership between Co-op and British Red Cross to highlight and tackle loneliness and social isolation in communities across the UK.
Jemima Bird, customer director at Co-op said: "There’s no denying that the Great British Summer is unpredictable and this campaign works to encourage the nation to try something new and allow their dinner to be unpredictable too. The pay it forward donation really shows our commitment to our chosen charity and allows consumers to give something back to their community."
She added that the brand aims to show customers that 'it has everything covered in its stores, even when a spontaneous opportunity presents itself'.
Mike Adamson, chief executive of British Red Cross added: "From the independent living services we deliver at British Red Cross, we know that loneliness is an increasing but under-recognised crisis that is affecting people across the UK, shortening lives and eroding health and wellbeing. Thanks to the Co-op’s amazing fundraising efforts, we will be able to provide vital care and support to help thousands more isolated and lonely people reconnect with their communities."
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