With the theme “Life is amazing. Pass it on” the £175,000 campaign will include regional press ads, specialist magazine inserts, radio, an email campaign and web based activity.
For the first time these services will also be promoted via instore radio within The Co-operative food stores as well as animated till screens and point of sale in The Co-operative’s pharmacy stores.
The campaign, developed by TDA, breaks Mid March and runs until early May.
Adeline Bibby marketing manager for The Co-operative Life Planning says the creative is about the small memories collected through life.
“The campaign follows in-depth focus groups, a survey of Co-operative members and ongoing analysis. The resulting insight showed people are extremely interested in their heritage, and they want their lives to be remembered and have relevance in the future too.”
People can share the best piece of advice they’ve received – and read other people’s suggestions too – at a new website which The Co-operative has created at www.youramazinglife.co.uk The site also features a free guide that has been specially created for this new campaign.