Co-op's proper donut

Created by Luck Generals through Hungry Man, this new spot for supermarket chain Co-op focuses on the money-saving benefit of being a member, and features a regular Co-op shopper, visually represented as a ‘Proper Donut’, who loves a bargain and waxes lyrical about Co-op’s new Member Prices

In a step change of direction, the character is shown shopping in store while also engaging with other customers informing them how shoppers “save a few quid on items, just by being a Co-op Member” and encouraging them to take advantage of the savings on offer.

The advert’s final line acknowledges the feature of the donut character and states: “Even a proper donut knows Members save more with Member Prices. Sign up and save today.” The donut character will feature prominently across the entire media mix of print, digital out-of-home and social adverts.

Co-Op – Donut

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Agency Lucky Generals/New York
Production Company Hungry Man
Director Dan Opsal

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Credits

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Agency Lucky Generals/New York
Production Company Hungry Man
Director Dan Opsal
Editing The Assembly Rooms
Post-Production Agency: Untold Studios/Los Angeles
Sound 750mph
Executive Producer Matt Buels
Producer Hannah Stone

DP Amelia Hazlerigg
Editor Nick Allix
Producer Simon Downie
Post Producer Lauren Oldfield
Creative Director Ben Cronin
Colorist Julien Alary
VFX Supervisor Alex Grey
Compositor Tom Humphrey

Sound Designer Jake Ashwell

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In April 2023, the retailer introduced Member Prices and this membership benefit is one of the Co-op’s top communications priorities for 2023. Co-op has committed 65 percent of its annual marketing budget to promote the initiative, including a new visual identity, significant media spend behind the ‘Members Save More’ campaign and the introduction of innovative channels.

The new campaign – which has been designed to not only raise awareness of the new Member prices initiative, but to also drive Membership acquisition and shift Member sales penetration –was led by Co-op’s recently appointed Chief Membership and Customer officer, Kenyatte Nelson. The concept was created by Lucky Generals and the full campaign was developed across Co-op's agency partners, including MullenLowe Group, Dentsu and ITG.

Lucky Generals said: “What could be more charming than a 6ft tall talking donut sharing his Member Price wisdom with fellow shoppers and proving that even a Proper Donut knows Co-op Members save more.”