Smart seasonal media drives £300k in additional weekly revenue
5% Average weekly sales uplift across campaign period
£300k Additional revenue generated weekly during campaign period
£390k Increase to sales of snacking lines
EAST OF ENGLAND CO-OP FOOD | SMART, SEASONAL MEDIA BUILT TO DRIVE IN-STORE DEMAND
1
The Brief
Drive footfall and sales across regional Co-op Food stores during the highly competitive summer grocery period, with minimal wastage and maximum local relevance. The strategy needed to flex by location and trade conditions, and to respond quickly to in-store performance so investment was concentrated where it would deliver incremental impact.
2
Our approach
We used geo-demographic profiling and historic seasonal purchasing data to build high-propensity audience clusters by region and store group, ensuring targeting reflected local shopper behaviour rather than broad demographics. We then overlaid external triggers such as weather and competitor activity to anticipate demand shifts and time messaging to the moments most likely to drive basket-building.
To keep performance anchored to trading outcomes, we integrated media with Co-op’s store-level sales reporting and used this as the engine for optimisation. Budgets and formats were flexed mid-flight toward the strongest-performing locations and placements, supported by weekly insight that connected media delivery directly to commercial KPIs and informed the next burst.
3
Campaign delivery
We delivered an integrated, trading-led summer campaign programme built around regional store clusters, with a clear line of sight from media investment to store-level outcomes. This included an audience and location plan defining priority postcodes and shopper segments, a trigger framework to guide when and where to intensify activity (for example, weather-led demand spikes or competitive pressure), and a single performance view that combined media metrics with commercial KPIs. Throughout the burst we ran a structured optimisation cadence, flexing budgets and channel weight by location and format, supported by concise weekly insight updates that set out what changed, why it changed, and what we recommended next. The campaign closed with a consolidated learnings pack and an actionable plan for the next seasonal wave, turning in-flight results into a repeatable playbook.
Channels and services used:
PPC
Paid Social
- Leaflets
Radio & Digital Audio
Outdoor
Attribution & Measurement
Get in touch
0148 495 9610
hello@mediaperformance.co.uk