Co-op
Creativity & community -
inspiring the nation's dinner tables
We turned the humble supermarket magazine into Co-op’s most effective comms channel for shifting perceptions around quality and inspiration – outperforming ATL, print and radio.
Buckle in, because there are some impressive stats. In fact, 79% of readers think better of Co-op after engaging with the mag, 59% shop more often, 71% buy more own-brand, and 43% have become Co-op members as a direct result. And readers spend 29% more than non-readers.
Social
On social, we drove a staggering 88% increase in Instagram likes YoY, 77% growth in followers, and a 68% boost in YouTube viewing duration.
We also created Co-op’s most viewed content ever: our burger ASMR video hit 1.8 million+ views, proving that when content connects emotionally, it delivers (plus people LOVE burgers).
The content needed to drive footfall, grow basket value, increase membership and raise brand advocacy – all while offsetting production costs through a solid commercial model. We had to grab attention in a fiercely competitive grocery market – and earn our place in homes, hearts and shopping baskets.
Challenge
Co-op’s goal was simple but ambitious: make food content that truly inspires everyday customers – while telling richer stories about the brand’s values and community impact. With 900,000 print copies distributed bi-monthly, the magazine was our gateway to delivering deeper engagement and a seamless omnichannel experience.
Creative
We built an editorial engine rooted in insight, trend and purpose. From award-winning food journalism to visually rich photography with a signature Co-op look, our content brought everyday inspiration to life – in print, online and in-store. We crafted a hero cover strategy, commissioned top-tier food photographers and pushed boundaries
across digital.
We introduced QR codes linking print to recipes and social. Convinced Co-op to launch on TikTok with engaging ASMR and life hacks.
Created long-form video on UK producers and ethical sourcing. Partnered with D&I to spotlight community fridges, LGBTQ+ cafes and men’s sheds, amplifying Co-op’s impact.
Energised our clients through external innovation days – ensuring every campaign was as fun as it was effective.
This powerful suite of content not only inspired the nation’s dinner tables – but captured the soul of the Co-op brand.
If you don't want to take our word for it, Sara Bates, Head of Campaign & Content HUB at Co-op, says:
‘River truly understands our brand. They manage the balance of delivering really strong and innovative creative, which is rooted in our strategic needs really well. And best of all, they are fun to work with!’
