To support and amplify Co-op’s industry-first festival partnership across Download, Latitude, Reading and Leeds festivals, where full-scale Co-op supermarkets built on site in each festival campsite. Live Nation developed a farreaching, multi-platform social campaign to communicate the Co-op shop’s presence and product offering to festival campers, changing their attitude from bringing food, to purchasing from the on-site Co-op store. Targeting festival fans through Live Nation’s 1st party data and using compelling, festival-native social creative, the campaign ran across Facebook, Instagram, Twitter and Snapchat to encourage engagement with, and reappraisal of the Co-op.
