Celebrating our Covid heroes with Co-op

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20 October 2020 by Team ITG

We supported Co-op as they celebrated local lockdown heroes through their new Baker Street store.

Our partnership with Co-op has flourished in the space of just one year, and Team ITG are now the brand’s lead creative production partner, working across all of Co-op’s business units and taking both creative and day-to-day operational briefs.

With Co-op’s heavy involvement in local communities, along with the current climate around Covid-19, we leapt on the chance to do something special as they prepared to open a new store at Baker Street tube station in London. Departing from the standard Co-op hoardings, we embraced it as an opportunity to pay homage to heroes from the local area.

While it tied into a larger ‘thank you’ initiative released around the same time, we recognised that this was the moment for Co-op to truly localise the campaign, showing appreciation for key workers and other members of the Baker Street and Marylebone community that had excelled during lockdown.

Team ITG took the lead on the project, reaching out to businesses and groups within the area and requesting their nominations for local heroes. The nominees were then contacted and asked to send in an image of themselves to feature on the hoarding.

The final design was truly eye-catching, and an excellent way for both Co-op and Team ITG to display our gratitude to members of the community at the new store. Everyone featured was also sent a Co-op food voucher as a small token of thanks.

Co-op themselves were eager to praise Team ITG’s work, with Local Marketing Manager, Lucy Poole, commenting: “It’s the perfect visual representation of our strategy to recognise local heroes.”

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