The Co-operative Food is launching an innovative Twitter campaign next week where customers will 'Tweet for a table' in an attempt to win a gastro-style meal in a purpose-built pop-up restaurant.
Innovative approach to marketing
The 'Tweet for a Table' campaign marks a new and innovative approach to marketing and social media by Co-operative Food. The campaign, as well as interacting with a younger audience will allow the retailer to showcase its own brand food range. Using a Twitter page, customers will have the opportunity to win dinner for themselves and three friends between 27th June and 4th October when the purpose-built pop-up restaurant visits eight UK cities. As well as gastro-style meals made with Co-operative own brand products, winners will also benefit from coupons which will be geared towards driving basket spend in-store.
Build brand awareness
Commenting on the campaign, Helen Nunn, Head of Marketing at the Co-operative food said "Social media is a fantastic way to connect to a wider audience, and we believe this experimental campaign will be a great way to build our brand awareness on social media channels and get people talking. We are hoping to create a a unique customer experience with this pop-up restaurant which will encourage the reappraisal of The Co-operative Food brand by showcasing our delicious products".
Engage younger shoppers
The city based locations include Bristol, Nottingham, Leeds and London, which were selected by The Co-operative Food to help them engage with younger shoppers. Research carried out by The Co-operative Food suggests the business needs to engage with the 'post-university, pre-mortgage' shopper and creating a relationship which will last on their journey through life - building on the new 'here for you for life' strapline. With The Co-operative setting the target of 20 million members by 2020, innovations like this will allow the retailer to communicate to a new audience and help deliver on its membership goal.
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