Ben HaywardApril 8th

The Co-op has decided to pull its Easter advertising campaign and instead donate airtime worth around £2.5 million to fight hunger amid the ongoing coronavirus pandemic.

Like most food retailers, the Co-op’s original campaign was promoting their chocolate Easter eggs, but the space has now been donated to boost the work of FareShare, a charity tackling hunger and food waste.

Along with its agency, Lucky Generals, Co-op have created an ad that pays tribute to the local heroes who are helping to feed the nation during these unprecedented times. 


The ad features actual Co-op staff speaking through a video-conferencing app - following the government’s guidelines on social distancing - as they encounter common video call mishaps such as a failing microphone and kids in the background while delivering a message about coming together and helping those in need.

Co-op customers can also support food banks by donating in stores at the till in amounts ranging from 50p to £5, or via text to a dedicated number - Co-op has already pledged £1.5m of food to FareShare! 

Retail chief executive of Co-op, Jo Whitfield, said: "In these times of national crisis, food banks are a lifeline for those who rely on the donations to feed their families.

“Demand for food bank services has already gone up in the past couple of weeks and this is only set to grow as the number of people who unexpectedly find themselves without a regular or reduced income increases.

"Every day, we are seeing outstanding acts of kindness as communities pull together to support those who are struggling, and our amazing Co-op members and customers tell us they want to help to support their communities and do right by those in greatest need… If we all co-operate together, we can make a huge difference."

Kate Murphy, creative director at Lucky Generals, added: "We have found ourselves in a time when we need co-operation more than ever. And that's no different for brands, who need to be finding ways to not only help the communities they are in, but also allow those communities to pull together and make a real difference in a time of need for so many. We hope this ad plays a part."

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