Co-op to target teens with LEAF Open Farm Sunday Snapchat campaign
30 May 2017
The Co-op has produced a series of bespoke Snapchat geo-filters as part of its sponsorship of LEAF Open Farm Sunday, in a bid to promote engagement with teens and young adults.
Featuring creative farm-specific overlays the retailer will encourage youngsters who may be visiting a farm with family and friends to share their Open Farm Sunday experience across social media on Sunday 11 June.
The annual event, which has seen 1.8 million people visit a farm since it launched in 2006, encourages local communities to learn more about the countryside and find out how their food is produced.
Ciara Gorst, Co-op’s Head of Agriculture, said:
“We’re delighted to be a sponsoring Open Farm Sunday again this year and wanted to increase our engagement with teenagers and the 18-24s. Our colourful and innovative Snapchat filters should help extend awareness of the day across a variety of digital platforms. It’s a great way to encourage a traditionally harder-to-reach demographic to learn more about how British farms are run and why we must protect our countryside.”
Caroline Drummond MBE, Chief Executive of LEAF, commented:
“We’re delighted to see the Co-op extend their support of Open Farm Sunday with this bespoke social media activity. It’s great that our teenage visitors will have a really fun and interactive opportunity to engage with us online and we’re looking forward to seeing the many different images on Snapchat on 11 June.”
Earlier this month, the Co-op further demonstrated its commitment to British farmers by becoming the first national retailer to provide only 100% fresh own-brand British bacon and lamb. It already sells British beef, chicken, ham, pork, sausages, duck and turkey and only uses British meat in all its own-label chilled ready meals, pies and sandwiches.
Press and Media Manager