This week our Join Us campaign to attract one million new members to our Co-op in 2017 moves up a gear. We’re releasing a powerful and inspiring short film from acclaimed British Director Shane Meadows, in cinemas and on social media. It highlights the depth of the relationship we’re building with local communities.

Over the last few months we’ve been working with Shane to illustrate our work with local causes through the ‘1% for your Community’ Co-op Membership reward.  Shane, who’s best known for his Bafta award winning film and TV series This is England, doesn’t normally work with businesses. But, he’s made an exception for us because he supports our Co-op way of doing business, believing that we can make a real difference.

Shane’s made a series of films for us focusing on some of the community causes we’re supporting and we’ll be sharing these over the coming weeks. From today though you can see his ‘Director’s Cut’, a 3.50min edit of all his filming for the Co-op that shows his passion for the work we’re doing.

I’m sure you’ll want to share this film with your own social media networks as it brings to life the pride so many of us have about working for the Co-op. And why not use it as a way to encourage your friends and family to become members if they’re not already.

To help us reach new audiences, from 28 January we’ll be showing the ‘Director’s Cut’ exclusively ahead of the new Trainspotting 2 around the UK. And in April we’ll bring Shane’s work to TV audiences.

Our work with Shane is just one part of our Join Us campaign this year. In our Food stores this weekend our colleagues will be having thousands of conversations about Co-op Membership as we run Join Us events. Meanwhile our colleagues in Digital are testing a range of messages with different groups to see how the Co-op can speak powerfully to different parts of the population.

As the year goes on, our intention is to show our difference through the quality of our products and services; through our campaigning work; though our support for local communities; and the say our members have in how we do things.

Join us.

Rufus Olins
Chief Membership Officer

 

Join the conversation! 23 Comments

  1. Fantastic 🙂

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    • I think this new co-op tv advertisement is simply dreadful. Not so much the film – but the language & diction of the narrator. It is appalling!! Why ever did the co-op choose somebody who cannot speak the English language properly & enunciate correctly?!
      A terribly bad choice and unbelievable that experienced film makers & directors of such a large company would allow this to happen.

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  2. […] we begin our call to join us and our new membership, which sees 1% of members’ spend on Co-op products and services […]

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  3. What is the point in me pushing the new system onto my customers some of whom have become friends in the five years that I have been with the coop,when come July my store is one of those which were sold down the river and will no longer be a part of my community.Some incentive that is,to ask people to become part of something that will soon cease to exist.

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    • Very sorry you feel this way. Do you think existing customers in your store do not understand or like our new Membership? ^Sophie

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      • The reply to a very sensible and heartfelt comment from a shop colleague suggests that it is the respondent from CO-OP that does “not understand”. But I am sure that will change.

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  4. Absolutely loves this! The choice of music everything! My daughter is the boxer in this film…..so proud👌

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  5. Thank you and thanks to your daughter for allowing us to have her on the film 🙂 ^Sophie

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  6. The point I was making, is, that my store is one of the 298 stores sold to McColls, therefore, asking customers in my community, to join this scheme would not benefit them.

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  7. […] note: any previous comments left are still available on the original post on the Co-op blogs. This story has bene copied across here while we transition over to this new […]

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  8. I think you have missed a vital message out of this. 5&1 is what makes our membership proposition so good and’s not even championed in this ad, which is such an own goal!

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  9. My beautiful nursery children appear in the advert. They love the community garden and it is a lovely advert.

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  10. Really enjoyed watching this pre Trainspotting 2 . But whatl’s the music and who’s the singer?

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  11. Yea music from “Deliverance” great choice! XD

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  12. […] worked with BAFTA award winning Director Shane Meadows to film some of the projects our members have been supporting to create the ad and over Shane’s […]

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  13. Possibly the most mind numbing collection of uninteresting subjects I have ever been subjected to ..designed to put the viewers to sleep, particularly with MUSAK so dreary, no anaesthetic is necessary …What could have been with what was obviously a massive budget …..a great opportunity totally wasted

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  14. The advert was ok….However the speaking was terrible! Since when has “things” began with an “F” ….why send kids to school to learn to read and write for them to hear “fings’ on this advert that are not even words!!

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  15. What a great thing the Coop is. Good food shops and probably, despite some problems, the best bank in Britain…The tv adverts are good too but the one with the horrendous accent is a disgrace. Do a voice over it or something or you will loose customers not encourage new ones. The accent used is not representative of Britain and it comes across as extremely unintelligent!

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