Co-op reveals plans to continue its partnership with Live Nation and open a 6,000 ft. pop up shop at six UK music festivals this year.

The deal with Live Nation builds on last year’s partnership, such was the success of these festival shops in terms of customer engagement and participation, that Co-op has added two more acts to the line- up with Creamfields and The Isle of Wight Festival.

In 2018, Co-op built a 6,000 square foot store at four Live Nation festivals – Download, Latitude, Reading and Leeds – which proved to be hugely popular with festival goers. They were able to buy all the essential items on site, rather than having to carry them in and could top up with fresh food and drink throughout the weekend. Customers were often found dancing in the aisles at 2am as the in-store DJ kept the party going.

Amanda Jennings, Director of Marketing Communications at Co-op, said: “This summer we are really excited to build on the success of our festival stores, continuing to get closer to customers with our unique convenience offer. Last year was our festival debut with Live Nation and the vast range of products available in the shop was a pleasant surprise to many festival goers. This year, they’ll be expecting to see us and rely on Co-op to provide the essentials to lighten the load, and with the two new festivals, we’re making our performance bigger and even better than ever.”

Jim Campling, President of UK Marketing Partnerships at Live Nation, said: “Co-op has seen tremendous success connecting with fans at our live music events by providing value and convenience authentically, and when the fans need it most. By expanding our partnership to include two more festivals, Co-op has the opportunity to leverage the power of live at an even greater scale.”

Co-op’s festival partnership with Live Nation has also been recognised at number of industry awards, including the Festival Supplier Awards, European Sponsorship Association Awards and the UK Sponsorship Awards.

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Co-op is running a campaign embracing the unpredictability of the British summer and helping customers do the same. The retailer is asking Facebook fans to help co-create new dishes by suggesting their ‘secret ingredients’. A selection of these unique meals will then be shared across dozens of city centres, events and festivals, with sampling to over a million people.

Experiential agency iD is helping Co-op deliver its Unpredictable Summer Menu to the UK’s major city centres, festivals and cultural events. Dishes will be served from a branded Co-op Airstream, and there will be roving Piaggio scooters packed with On-the-Go samples.

As commuters head home, Brand Ambassadors will be there to greet them with recipe boxes containing all the ingredients necessary to help keep dinner unpredictable, too.

Co-op’s summer campaign will also be raising money for the British Red Cross by encouraging consumers who enjoyed their taster to ‘pay it forward’ by donating £1.

All money raised will contribute to an innovative partnership between Co-op and British Red Cross, launched in October 2015, to highlight and tackle loneliness and social isolation in communities across the UK.

Loneliness is an issue which Co-op members have chosen as being relevant to their communities, with one in seven customers and members stating that they regularly feel lonely, and one in three saying that they know someone in their family and community who is lonely.

Jemima Bird, Customer Director at Co-op, said: “There’s no denying that the Great British Summer is unpredictable and this campaign works to encourage the nation to try something new and allow their dinner to be unpredictable too. The pay it forward donation really shows our commitment to our chosen charity and allows consumers to give something back to their community”

Mike Adamson, British Red Cross Chief Executive, added: “From the independent living services we deliver at British Red Cross, we know that loneliness is an increasing but under-recognised crisis that is affecting people across the UK, shortening lives and eroding health and wellbeing.  Thanks to the Co-op’s amazing fundraising efforts, we will be able to provide vital care and support to help thousands more isolated and lonely people reconnect with their communities.”

The Co-op Unpredictable Summer Menu campaign has already visited Liverpool Street, London; NASS Skateboarding/BMX Festival, Somerset; Leeds city centre; Liverpool city centre; Manchester Picnic; Upfest Street Art Festival, Bristol; and Nottingham city centre. Until July 31^st, it will be at Lee Fest, Kent, and will then appear in Edinburgh city centre, at Countryfile Live, and in Newcastle, Manchester, Glasgow, York, Reading and Sheffield city centres

iD is a multi-award winning specialist experiential and in-store marketing agency established in 1993. It delivers large scale sampling campaigns, road shows, and immersive brand experience campaigns for clients including Britvic, PepsiCo and Unilever. iD also provides teams of expert demonstrators in retailers throughout the UK for clients including; Nespresso, Microsoft, Revlon, Elizabeth Arden and Sage Appliances.

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The Co-op is offering 60 of its members a chance to win £1,000 worth of vouchers each with the return of its ‘Swip and Win’ promotion in its food stores UK-wide.

In addition, the retailer is also offering 2.3 million instant win prizes including vouchers which can be redeemed for products such as chocolate bars, snacks and soft drinks, or Co-op vouchers with values of between £1 and £10.

To enter, customers simply need to present their Membership card at the checkout when they make a purchase in order to be in with a chance of winning. The scheme is open from now until 10.00pm on Tuesday, February 2.

This is the third year the Co-op has run Swipe and Win.

Steve Gale, Regional Manager for The Co-op’s food stores in Wales, says:

“There are many facets to Co-operative membership; it sits at the heart of the Co-op and, in addition to offers and exclusive deals, it gives people a say in how our organisation is run. We are delighted to bring back our popular ‘Swipe & Win’ promotion to give customers a chance to get off to a “grand” start to the year.”

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