East Of England Co Op
THE BRIEF
Great British Summer Campaign
East of England Co-op approached Yoghurt Creative to develop a versatile content library for their Great British Summer campaign; a 20-week seasonal campaign designed to help customers make the most of Summer, whatever the weather. With the goal of bringing East Of England Co Op to front of mind for these moments, raising brand awareness.
CREATIVE DIRECTION
Authenticity was the strategy.
Rather than creating a traditional advertising campaign, we focused on making the content feel authentic, familiar and genuinely British. Our creative concept centred around the idea that ‘Our Summer is One of a Kind’, celebrating the little moments, mishaps and memories that make a British summer so relatable.
Every scene was carefully planned to feel natural rather than staged, combining documentary-style storytelling with beautifully styled food photography and product moments. We incorporated playful details, fast-paced editing, POV angles and close-up food shots to immerse viewers in each scenario while maintaining a warm, community-led feel that reflected the East of England Co-op brand.
THE RESULT
Four social-first paid ad creatives
Multi-channel product & lifestyle photography
Supporting organic social content
DELIVERABLES
- Campaign creative direction
- Concept development
- Storyboarding
- Lifestyle photography
- Product photography
- Brand lifestyle videos
- Social-first video content
- Model casting
- Location scouting
- Prop sourcing & styling
- Multi-platform content delivery
THE OUTCOME
Creating impact beyond the screen.
The final campaign delivered a versatile library of photography and video that supported East of England Co-op throughout their 20-week Great British Summer campaign. The content was rolled out across paid social advertising to increase seasonal brand awareness and encourage more customers into stores, while also appearing on in-store digital screens to create a consistent and engaging customer experience from online to offline.
Alongside strong campaign performance, the project received fantastic feedback from the East of England Co-op team. The result was a campaign that felt authentic, connected with its audience and successfully celebrated the spirit of a Great British Summer.
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