Putting Co-op Health front of mind

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21 April 2021 by Team ITG

To drive awareness of Co-op’s Health app, our award-winning strategic creative team delivered an engaging multichannel campaign, centred around a national TV advert, delivered in a record time under filming restrictions.

The impact of COVID-19 and surrounding restrictions meant the Co-op Health app was more relevant than ever, with users able to order their repeat prescriptions with just a tap and receive free home delivery, at no extra cost to the NHS.

Having nurtured a successful partnership with the brand, notably winning ‘Innovation in Ways of Working’ together at the 2019 Oystercatchers Awards, Team ITG were tasked with boosting awareness and downloads of the Co-op Health app through a 30-second Direct Response TV (DRTV) advert.

Speed and flexibility are paramount to us, so knowing that the window for embedding new customer behaviours around ordering prescriptions from home was limited, we landed a compelling story of convenience that would encourage people to register. We developed storyboards to drive awareness in a highly engaging, on-brand fashion, and devised a shoot plan to create brand-new footage, all while adhering to social distancing guidelines.

Following the commercial shoot, we provided multichannel collateral such as Out-Of-Home (OOH) ads and social media assets, ensuring the campaign was delivered on time with a consistent creative message and visuals. 

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Rated an incredible 4.8* out of 5 by users, our work helped Co-op Health rise from #7116 to a ranking of top 10 in order volumes. The enormous success of the app has led to its acquisition by a leading pharmaceutical brand, and it will continue to provide customers with a first-class service moving forward.

The television commercial was key to the success of the Health app last year, and we had Team ITG to thank. Team ITG went above and beyond the original brief to create an engaging, on brand TV ad and suite of creative collateral that really told a compelling story – and no doubt contributed to the unprecedented number of downloads. And all of this was delivered in just four weeks – very impressive.” – Rachel Rowe, Co-op Marketing

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