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New Co-operative Campaign Asks What Makes Us All So Special?


In its biggest ever Wills and Funeral Planning campaign, The Co-operative is encouraging people to share what makes them or the people in their lives unique.

With the theme “Life is amazing. Pass it on”, the £250,000 multi-media campaign features Elsie, known for her mouth-watering scones made from a recipe passed down by her grandmother; then there’s Frank, well known for his amazing trumpet playing at a local pub; and Millie for her love of exotic flowers inspired by her holiday in a tropical paradise.

The campaign is specifically designed to drive enquiries to a new team of specialist advisers. It includes national press adverts, specialist magazine inserts, door drops, direct mail to Co-operative members, an email campaign, and search and web based activity. The campaign will also be promoted via leaflets within branches of The Co-operative Pharmacy.

Adeline Bibby, Marketing Manager for The Co-operative Life Planning, said: “The creative has been designed to highlight those things that make us and our loved ones special. Although most of us haven’t climbed Everest, we all have something unique to us, and this can be quirky or endearing. These things make us who we are and, with this campaign, we are celebrating all our amazing differences.”

Online, from today (13th September), people will be able to find out more about Elsie and Frank, as well as share stories, advice and inspiration in the new interactive area at

A new free guide to planning ahead has also been produced, which is available from the website or by contacting The Co-operative on 0800 023 4710.

“The new campaign is the next stage on from our earlier spring campaign, building on the successes we gained to create a much more vivid, engaging and personal approach. It’s all about you being an individual, and being appreciated and treated as an individual – and that’s what we find people really appreciate about The Co-operative.
“The Co-operative Wills and Funeral Planning Service concentrates on the personal touches so that everything is designed around the customer and what they’d like to pass on to the people they love.”

The campaign breaks 13th September and runs until 30th November 2010.

For more information contact:
Lindsay Colbeck
Senior PR Officer
0161 827 5629
07713 267 499

Notes to editors

The free guide to Wills and Funeral Planning is written in everyday English so it’s readily accessible and easy to understand when it comes to free legal advice on will writing and funeral planning. Copies are available:

• from the website

• by calling The Co-operative on 0800 023 4710

• by requesting a copy from: FREEPOST RRYB-HCRX-XJJJ The Co-operative Life Planning Team, 2nd Floor Hanover Building, Hanover Street, Manchester M60 0AD

• by email to wills&


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