Pladis were going big above the line to support their McVitie's Win Big Together campaign. How could we ensure that our activity resonated strongly with Co-op shoppers?
We recognised that McVities' campaign message around 'experiences being sweeter together' was a great opportunity to align with Co-op’s overarching togetherness message.
Our creative execution focused on adapting the overarching ATL message to work in the convenience market. This was supported by a media strategy that utilised channels which enabled us to call out the togetherness message.