BAFTA Award winning Shane Meadows creates new community film to launch recruitment campaign

18 January 2017

The Co-op’s new membership scheme has been so successful that the mutual has significantly accelerated its plans to recruit a further one million members.

The Group today announces ambitious plans to recruit one million new members by the end of 2017 following the successful launch of the customer offer in September last year. The Co-op aims to sign up 500,000 new customers and encourage a further 500,000 existing shoppers to become members.

The Co-op said in September that it hoped to sign up one million further members by the end of 2018 but the scheme’s success has already led 400,000 new members to join the mutual in the four months since launch.

The mutual, which now has 4.1 million active members, has seen a hugely positive response to the new scheme. In the period from 21 September 2016 to the end of December:

  • Food like-for-like sales across the core convenience estate have increased by 4 per cent year-on-year, with total Co-op food like-for-like sales up 3.4 per cent

  • Direct motor insurance sales have increased by 17 per cent year-on-year

  • Pre-paid funeral plan sales have increased by 73 per cent year-on-year

The 2017 member-growth target will also help the Co-op achieve its 2018 goal of having 50% of sales across all its businesses coming from members.

Co-op members receive a 5 per cent reward for purchases they make on own-brand products and services, with a further 1 per cent directly benefiting local causes. Members can choose the local cause they want to support from a list of three in each of 1,500 communities across the UK, centered on Co-op Food stores and Funeralcare homes. The membership offer will be extended to Co-op insurance products later this year.

Since the launch of the new scheme, Co-op members have earned £15 million with a further £2.7 million being raised for more than 4,000 local good causes. Although many members redeemed their rewards over Christmas, the Co-op says others have chosen to save up further with £10m still sitting in members’ digital wallets.

To promote its Join Us campaign the Co-op has teamed up with the acclaimed British film director Shane Meadows who has created a series of powerful short films to illustrate its support for local causes.

Meadows, best known for the Bafta award winning feature film and TV series ‘This is England’, does not normally work with brands, but has chosen to partner with the Co-op because of its business ethos and purpose.

A four minute version of his work created to illustrate the Co-op’s support for thousands of local good causes will be shown in cinemas across the UK from 20th January.

Rufus Olins, Chief Membership Officer at the Co-op, which has an outlet in every postal area in the UK, said:

“The Co-op is back and our members and our communities are once again at the heart of all we do. In looking to grow our membership significantly in 2017, we are in affect looking to grow the Co-op economy, and the very positive impact it can have in communities throughout the UK. We are delighted that such an authentic and critically-acclaimed director as Shane Meadows has chosen to work with us as we aim to introduce a new generation to the Co-op. Like us Shane believes in the power of people working together to change things and the difference the Co-op can make in strengthening communities.”

Media Enquiries:

The Co-op Russ Brady: 07880 784442

Tulchan Communications Jonathan Sibun Susanna Voyle 020 7353 4200

Note to editors

About The Co-op Group:

The Co-op Group, one of the world’s largest consumer co-operatives, with interests across food, funerals, insurance, electrical and legal services, has a clear purpose of championing a better way of doing business for you and your communities. Owned by millions of UK consumers, The Co-op operates a total of 3,750 outlets, with more than 70,000 colleagues and an annual turnover of approximately £10 billion.