Everyone understands big supermarket convenience. But frustrations come with it – the “big shop faff” as Co-op Food has named them.
VCCP and Co-op Food are encouraging members and customers to leave the big shop faff behind and get great value on everyday essentials with ease, reminding them of the retailer’s commitment to Aldi Price Match and amazing promotions. The new campaign is the latest chapter of Co-op Foods’ Pop to Co-op platform, supporting the premise that shoppers do not have to compromise on shopping conveniently because of price. Co-op offers the value of a big shop without the time, hassle and frustrations that come with it.
The campaign builds on Co-op’s Aldi Price Match launch in 2025, and its Pop to Co-op creative launched earlier this year, with the combined focus of value and convenience at the heart of its creative. With people continuing to face pressure from rising food prices, the work aims to challenge any perceptions of Co-op as an expensive retailer and demonstrate that convenience delivers great value.
The 20-second hero film, directed by Jonas Odell and produced by Girl&Bear Studios, highlights all the reasons the big shop is a NO, while value shopping via Aldi Price Match at Co-op is a big YES. It uses the energy of the soundtrack, Suttin Like That by Kurupt FM, to show all the reasons to avoid big shop faff. From wonky trolleys and endless aisles to trips that can take several hours, the film spotlights the tensions of the big shop.
Sam Walker, marketing director at Co-op, stated, “Through this new creative we are showing our members and customers that there’s no value compromise to shopping conveniently, and they can enjoy the ease of a small shop experience, alongside the benefit of great prices on the items they want to buy. I’m delighted with the new campaign, which perfectly reflects our tone of voice and our position as the UK’s leading convenience retailer.”
Rachel Morris, creative director at VCCP, added, “Why put yourself through wonky trolleys, 97 aisles of tat and a shopping trip that takes all afternoon when you can get Aldi Price Match value by simply popping to Co-op? It’s value, without the big shop faff.”
The full campaign, with media planning and buying by Dentsu, will run across the UK from September 9 until October 20, covering TV, radio, OOH, social and display.
Credits:
Client: Co-op
Advertising Agency: VCCP
Chief Creative Officers: Chris Birch and Jonathan Parker
Creative Director: Rachel Morris
Creatives: Riley Knox & Lewis D’Rozario
Managing Partner: Harriet Harrison
Business Director: Hayley Gilson-Mathurin
Senior Account Director: Ness Burns
Account Manager: Max Bojahr
Account Co-ordinator: Ben Cotterill
Planning Director: Hannah Martin
Junior Planner: Tilly Humphreys
Content Creation Studio: Girl&Bear
Senior Integrated Creative Producer: Harriet Murphy
TV (Agency, Shoot & Post) Producer: Tosin Lepe
Executive Producer: Charlotte Borrell
Production Manager: Abi Cobley
Production Coordinator: Angeline Gill
Designer: Tom Loach
Director, Editor and Animator: Jonas Odell
Colourist: Edward Negussie
Audio Post-Production Company: Jungle Studios
Sound Engineer: Sean Mahoney
Post-Production Company: Girl&Bear
Executive Producer: Vanessa Troop
MCR Operator: Wiktoria Met
Broadcast Affairs: Jo Woodford
Media Agency: Dentsu
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