Charlotte Flach
Editor, C&IT
The Co-op's viral Eurovision brand activation
The food retailer used the help of fresh Group to deliver samples far and wide at music and food festivals across the UK this summer.
Brief
At the beginning of the year, in preparation for sunnier times and the inevitable rise of summer treats, picnics and BBQs, the Co-op planned a summer of brand activations. Looking at new ways they could use events - new and existing, local and national - to get the word, and taste, of Co-op’s summer range out there, the brand teamed up with longstanding partner, The fresh Group.
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