Co-op’s marketing director on “life moments” that inspired latest campaign

The new ‘Pop to Co-op’ campaign reframes everyday shopping missions as small but meaningful life moments, according to Samuel Walker, marketing director of the convenience retailer.
He explains how Co-op is using customer insight to connect brand-building with short-term commercial impact. From driving frequency and footfall, to creating longer-term value for its member-owned business.
This latest campaign “feels like it’s come from customers”, shares Walker, it&rsq