Challenge:
While they’ve been supporting communities in Edinburgh for over 30 years, until very recently all Co-op funeral homes were privately branded. With plans to rebrand all their storefronts, Co-op Funeralcare came to us for help. They wanted to reassure the local community that while the signs on the doors were changing, nothing else would.
Approach:
Our campaign was focused around the idea of ‘Supporting Edinburgh. Past, present and future’. We needed to remind people of past service, acknowledge and explain the present changes, and reassure them about the future.
The ‘past’ element highlighted the heritage of the local funeral homes. The ‘present’ showcased the real serviced being offered by real people, right now. The ‘future’ carried important sales messages, promoting The Co-op’s funeral plans.
Our creative featured real, recognisable team members from funeral homes across Edinburgh, to tie into the Co-op brand message that its stores are genuinely part of the community.
