Last year, with their exclusive partnership with Live Nation, the Co-op became the first UK’s food
retailer to have a supermarket at four major festivals.
Amanda Jennings, Director of Marketing Communications for the Co-op said at the time’ This shows
our ambition to reach out to new and young customers, providing essential and quality products. Co-
op is all about getting close to the customer and it doesn’t get much closer than being right outside
Melvin Benn MD Festival Republic replied, ‘Having an environmentally-conscious food retailer like Co-
op on site will give fans easy access to all the products they need for our festival while reinforcing our
A year later Co-op pop up shops appeared in seven other festivals including the most famous of all,
As a partner at events for the Co-op for the last 3 years, Ice were asked to plan, create and execute
the Annual Trade Briefing, an event where Co-op showcase their new ranges and come face to face
with food suppliers, we wanted to continue this festival vibe, minus of course the mud, poncho’s and
Our watchwords were sustainability, diversity and inclusivity to bring to life the motto of ‘Co-op. It’s
what we do’, showing that Co-op cares about the world that we share
So, the world that we built was, as the brief asked, an immersive conference experience that made
the attendees feel they weren’t attending a conference.
A relaxing, exciting space that had the vibrancy and charm of a festival.
We staged their very own Co-op festival.
With a top DJ providing live music, acts such as Groove Armada, Jess Glynn and Sam Smith were on
Reducing waste and recycling were the order of the day, with décor furniture made from recycled oil
drum and reclaimed wooden pallets. And totally plastic free.
From the newest tunes to the latest bites. culinary wonders for every palate and every dietary
consideration. From juice bars to yoghurt stops, from pizzas to a selection of dishes from Asia. There
were also some super salads to try exclusively at the festival, ahead of their launch in stores.
The areas where buyers meet food producers had a relaxed informal feel that helped engagement,
with a message wall highlighting Co-op’s top achievements proving what they do for the community.
Meetings to discuss specific topics felt like mingling at a gig rather than a formal environment and
took place under a colourful canopy of festival style ribbons and festoon lighting. This area provided a
focal point to the whole show.
At Ice, we’re not green when it comes to being green
We appreciate that the corporate world is evolving into one where important social issues are
espoused and championed by unique partnerships between socially responsible companies sharing
similar environment concerns.
We feel it’s vital to work with such companies, like the Co-op, to help further those important issues
through event marketing that mirrors those sustainable, diverse and inclusive themes.
Create great ideas that have maximum impact on the consumer but minimum impact on the
Have friendly events that are most importantly eco-friendly too.
So, we aren’t just helping our clients tell the world there is something amazing going on.
We’re doing it in a way that’s kind to the world as well.