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Co-op: Proper Donut

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Co-op has taken a distinctly different direction with its latest brand campaign to support its membership proposition and the launch of Member Prices, in a move designed to bring a disruptive and playful approach to a busy and competitive advertising environment. The multi-channel campaign – launching on Wednesday 19th July, across TV, print, digital out of home and in Co-op stores – focuses on the money-saving benefit of being a Co-op 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.
Credits Other credits

Media Dentsu

Editorial The Assembly Rooms

Editor Nick Allix

Post Production / VFX Untold Studios

Producer Simon Downie

Producer Lauren Oldfield

Creative Director Ben Cronin

Colourist Julien Alary

VFX Supervisor Alex Grey

VFX Artist Tom Humphrey

VFX Artist Murali Krishna

VFX Artist Amy Reid

VFX Artist Chris Tang

VFX Artist Emine Arkin

VFX Artist Greg Zolnowski

VFX Artist Paul Stirling

VFX Artist Tomer Epshtein

VFX Artist Pete Hughes

Music / Sound 750mph

Sound Engineer Jake Ashwell

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