Co-op Funeralcare has two business areas. Pre-need is concerned with the sale of funeral plans and at-need is focused on delivering funeral services following a death.
We were tasked with repositioning the company to highlight its ethical and socially responsible approach and for devising a campaign to drive sales of funeral plans to the over-55s.
We were faced with the challenge of discussing a difficult subject and then selling a product from the conversation. The result was a brand campaign, Right by You, and a brand response campaign, Keep Loving Life, which was developed to promote the availability and importance of funeral plans.
The Right by You campaign celebrates life and plays on the people who have been by our side our whole lives, and the support Co‐op Funeralcare provides when they can no longer be there.
Keep Loving Life tackles the sensitivities of funeral planning in an accessible way by celebrating our achievements, hobbies and zest for life. With an inspirational mix of ages and characters, the ad encouraged people to sort their funeral plan in an easy, affordable way, so they can carry on loving life.
As well as TV, the campaigns ran across YouTube pre‐roll, press, radio, digital display, social media, online, out of home and door drop.