Calgary Co-op’s New Campaign Brings Joy to Everyday Moments

Locally owned co-operative proud to be the “unofficial sponsor” of well-known food moments.

September 20, 2021, CALGARY – Calgary Co-operative Association Limited (Calgary Co-op) has launched a new advertising campaign intended to bring joy and fun to the lives of their 440,000 members and the communities they represent. Playfully coining themselves as the Unofficial Sponsor of everyday at-home food and beverage moments, from sports parodies, to the household crockpot countdown, to dinner with the in-laws, or the ongoing struggle to uncork a bottle of wine.

The Co-op team engaged UK sports commentator Nick Heath, who experienced international social media fame during last year’s lockdown, when he narrated everyday occurrences through a series of social media and YouTube videos. Heath lends his voice to the Unofficial Sponsor campaign on television and radio, bringing drama and comedy to ordinary food moments.

“The world has changed, and we want our members to celebrate and embrace the importance of everyday moments, letting them know that we believe those day-to-day moments, experiences and gatherings really matter,” says Penney McTaggart Cowan, VP, Marketing & Marketing & Member Experiences. “This is part of our new creative strategy that also highlights our local produce and meat, our private brand products and our beer and wine offerings.”

Says Stephanie Kochorek, Creative Director at Daughter, the creative agency that developed the campaign, “With the uncertainty of the pandemic, we wanted to treat members to some much-needed lightness. We worked closely with the Calgary Co-op team across all lines of business to develop a new territory that makes the most of every moment.”

The campaign will run across TV, radio and digital platforms, and will be complemented by in-store and flyer promotions and a personalized influencer activation. 

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About Calgary Co-op

Owned by members, Calgary Co-op is one of the largest retail co-operatives in North America. Our locations in Calgary, Airdrie, Cochrane, High River, Okotoks and Strathmore include: food centres, pharmacies, gas stations, car washes, commercial cardlocks, home health care centres, wine, spirits and beer locations, and cannabis.

With over 440,000 members, 3,850 employees, assets of $627 million and annual sales of $1.2 billion, Calgary Co-op was recognized as one of Alberta’s Top 75 Employers of 2020 and is committed to delivering an exceptional customer experience through inspired team members. For more information, please visit www.calgarycoop.com.

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