Case studies


The Challenge

Co-op’s ambition is to be the nation’s most-loved community retailer and a store that makes people feel good. So the challenge was to communicate that Co-op brings communities together at Christmas, rewarding both the customer and their community.

The Insight

Inspired by choirmaster Gareth Malone and TV shows such as Gary Barlow’s Shine, the UK has seen an explosion of interest in community choirs, with well over 25,000 across the country.

Singing is a powerful social glue. Listening to music and singing together has been shown in several studies to directly impact neuro-chemicals in the brain, many of which play a role in closeness and connection. Singing in second-biggest group activity after sport.

The idea

Using Bauer’s local and national brands, amazing talent and reach on a national and local level we brought communities together to sing at Christmas. With the Co-op ad at the heart of the campaign we engaged audiences to sing and be rewarded by Co-op.



23% felt the campaign changed how they felt about Co-op

10% increase in advocacy