There’s a reason it’s called fast-moving consumer goods. And a business with over 120 food stores across Norfolk, Suffolk, Essex, Cambridgeshire and Hertfordshire needs a lot of fast-moving marketing.
Putting the FM into FMCG
Memorable marketing
Leading a creative studio from a mansion in Suffolk
Well, next door to one. Managing the in-house design team at East of England Co-op, the largest independent retailer in the region, from a Grade II listed mansion in Ipswich, was never slow.
From business-as-usual promotions and new product launches, to regular, one-off and seasonal campaigns, including Sourced Locally Fortnight, one of the biggest drivers of sales for the business.
But it’s not just about food. There’s funeral services, stonemasonry, travel, property, and security, as well as membership and community engagement teams that all need support.
It takes B2C and B2B projects spanning print and digital, social media, email, advertising and marketing collateral, brochures, in-store POS, packaging, internal and external property signage, OOH, shows, and events. As well as partnerships with local businesses, community support initiatives, and award-winning tradestands at the Suffolk Show. Oh, and the odd new store opening, like the flagship supermarket at Needham Market.
And plenty of collaboration across teams to understand customer segmentation, consult with key stakeholders, external partners, and suppliers. Co-operation in action.
Marketing campaigns
The Co-op Guide to Dating promoted the business initiative to reduce the amount of food past its Best Before date being wasted.
- food industry first
- global media coverage
- five industry awards won
Creating a campaign to promote an annual conference hosted by a small but mighty heating business in Sudbury, Suffolk.
- using humour to get attention
- balancing fun with making an impact
Sometimes you just need some different thinking.
Brand building
East of England Co-op’s sponsorship of the Aldeburgh Food & Drink Festival, a must-attend event in the local food and drink calendar.
- appropriate brand partnerships
- builds brand awareness and recall
Creating the brand identity for a new business targeting the longevity market.
- memorable brand assets
- embody the founder’s personality
Build your brand with clarity and consistency, in a way that makes sense.
Inclusive content
Supporting local communities and leading the way in dementia-friendly training, with a fourlegged ambassador.
- business-wide colleague training
- community initiatives
Creating colour palettes that are designed to be accessible, giving clients the confidence to make compliant content.
- WCAG 2.1 Level AA compliant
- helping clients become inclusive
Taking real action to support clients and communities.
What my clients say
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Your experience and expertise are second to none, you’ve got that eye and ability to take the brief, consider everything in a calm methodical manner, and look at what will appeal to the target audience.
Charlotte Farrant, Marketing East of England Co-op, Ipswich, Suffolk -
So much clarity. Just to know I have a colour scheme to follow, guidance on visual creations, and how I want people to see me.
Paulina Burzynska Soul Alchemy retreats, Munich