The Co-operative’s Charity of the Year has officially launched with a challenging fundraising target of £5 million for its 2011 charity partners Mencap and ENABLE Scotland.

Delineo is now in its fifth year of supporting the Charity of the Year and is integral to the entire fundraising process. The Manchester Marketing agency’s involvement started with an initial voting phase in August 2010, whereby Co-operative staff across all the businesses were invited to nominate their preferred charity from a shortlist. For this stage Delineo developed offline and online communication to drive the voting process.

Following the succesful selection of Mencap and ENABLE Scotland, Delineo has been instrumental in setting the creative style and tone of voice for the roll out, creating a unique identity for the new Charity of the Year partnership.

This has involved exploring how the creative engages effectively through internal comms for staff, fundraising materials, and consumer facing business channels, namely The Co-operative Food in-store POS.

The focus of all the marketing comms is around the hero image of Ben and his partner, which is very emotive and uplifting. This look and feel remains consistent across the website, 96 sheet billboard, POS and exhibition pieces that have all recently been rolled out.

Integrated campaign elements include printed literature, POS, video, the main website, as well as a bespoke microsite for Santa Dash (one of the biggest fundraising events in the calendar), exhibition display materials, outdoor media and merchandise.

Integrated campaign elements: Digital, point of sale,  sales promotion, video.