Co-op’s Community Fridge – Live Ad

Role: Creative & Commercial Partnerships Manager

Campaign Overview: Co-op’s Community Fridge campaign brought the spirit of giving to life by airing a live Christmas ad during Coronation Street, showcasing a real-life community fridge in action. This initiative highlighted Co-op’s commitment to tackling food waste and fostering community support, creating a memorable and authentic brand moment that resonated with audiences.

Key Responsibilities:

• Creative Development: Helped shape the concept, ensuring it aligned with Live TV Commercial requirements while maintaining authenticity and impact.

• Production Feasibility: Provided expertise on what was achievable in a live ad format, balancing creative ambition with practical execution.

• Event Coordination: Assisted in organizing the live event, ensuring all elements were in place for a seamless broadcast.

• Budget Management: Oversaw the partnership budget, ensuring efficient allocation of resources while maximizing campaign effectiveness.

Impact & Results

• 46% growth in social conversation, with 100% positive sentiment towards the Community initiative.

• Over 500 Community Fridges were requested nationally.

• Enhanced Co-op's long-term ROI by 35%, reaching £4.16.

• Won Gold for Media Idea – £250K TO £1M at Mediaweek Awards 2022

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