Co-operative’s Funeralcare brand picks Farm and Oliis for nationwide campaign

The Co-operative Group ’s funeral services brand Funeralcare has appointed Farm to handle strategy and Oliis to handle creative advertising for what it claims is the first national integrated marketing campaign from a funeral services supplier.

The two agencies have worked together to devise a campaign that makes it clear that although Co-operative Group offers the reassurance of a national organisation, it is staffed by local people prepared to exercise special care in arranging funerals.

Each of the executions features a true story of how staff helped to make a funeral relevant to the deceased and their family by arranging a special route to the church, choosing their favourite music or flowers, or by organising a horse-drawn hearse or a cavalcade of motorbikes. The ads carry the line “Local people giving extraordinary care”.

The advertising will be accompanied by a door-drop campaign targeting people planning a funeral, and fulfilment packs available from branches. The campaign is being tested using print and radio advertising in Nottingham and Kent, areas chosen because of a high concentration of Co-operative Group’s Funeralcare branches which have been given a revamp with modern interiors and exteriors. If the campaign is a success it will be rolled out nationally and possibly include TV advertising.

The campaign is the result of extensive research showing that people are often “secretly disappointed” by funerals and feel they can be improved by making the occasion more personal.

The Co-operative Group operates more than 500 branches, which are all being rebranded as Funeralcare. It is estimated that there are about 4,000 funeral directors in the UK, the majority of which rely on classified advertising to promote their services.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here