The Glasgow-based climate change conference has inspired the British supermarket chain to spark a nationwide ‘rebrand’ of its grocery and funeral home businesses to ‘Co-op26.’
The temporary name change hopes to invite Co-op consumers to the conversation surrounding sustainability. The name change also marks Co-op’s work towards limiting its carbon emissions at a grassroots level, part of a partnership with Count Us In.
Three stores in Glasgow city centre have been chosen for the makeover, with outlets at Westminster Bridge, Manchester High Street and Keele University all getting in on the action with exterior signage and window vinyl takeovers pronouncing the new look.
But fret not, it isn’t only these stores that will be joining in on the activism. The arresting new branding will also feature across the brand’s social channels for the duration of the conference, with the remainder of the ethical retailers’ 2,600 food stores and 830 funeral care homes playing their part via in-store marketing such as boards, shelf labelling and bunting. To ensure everyone gets the message to eat more plants, switch energy suppliers, reduce food waste and repair/reuse appliances, exterior bollard covers and in-store radio takeovers are also planned.
Steve Murrells, chief executive officer of The Co-op Group, has spoken on his motivation behind this awareness. “Climate action needs to be truly accessible and inclusive in order to make the difference that’s so urgently needed. While the world looks to the Cop26 conference to guide global leaders on how countries can accelerate change, we are shining a spotlight on how Co-op, our customers, members and colleagues can all play their part in the fight against climate change on a community level.
Through the launch of the Co-op26 campaign and our partnership with Count Us In, we want to grab the attention of communities all across the UK to get them thinking, asking questions and taking action, as well as equip them to use their voice and successfully activate the ‘tell your politician’ pledge.”
The Co-op also recently published a 10-point climate change action plan to become a net-zero business by 2040, on track to become the first supermarket in the world to sell fully carbon-neutral own-brand food and drink by 2025.