Family Footage Captures Touching Life Stories in Co-op's Funeralcare Campaign

Co-op Funeralcare, the UK’s leading funeral provider, has unveiled a new seven-figure television advertising campaign to support its ‘personal every step of the way’ proposition across both its funeral plans and services.

The TV commercials billed as ‘Life Stories’ have been produced by Lucky Generals, who collaborated with Kin + Carta and ITG across digital, OOH and print. The campaign focuses on the importance of arranging a funeral that represents the loves and passions that makes a person’s life story. 

The creative features heart-warming photographs and family video footage that tell the stories of three individuals. The ads take audiences through Jyoti’s passion for dancing, Tony and his love for motorcycles, and Philip and his life as a fisherman. The work takes us on a journey of their lives, memories, birthdays with family and first dates, all told by a loved one. The end of the ads communicates how Co-op offers tailored and personal funeral services to cater for everyone; from black motorbikes accompanying a specialised hearse and direct cremation services. 

The work will launch on TV, OOH, digital and print. The TV ads will air from Wednesday 3rd November across channels including SKY, Channel 4, and ITV.  

Helen Smith, chief commercial officer of Life Services at Co-op, said: “We wanted to create a campaign which emphasised the never-ending possibilities when it comes to personalising a funeral, ensuring each send-off represents the life of the individual – from motor cycle hearses, pet dogs as part of the cortege, and coffins in just about any design or colour you could wish for. 

“We’re encouraging the nation to talk about their wishes with their loved ones, and we hope this campaign will help viewers start what can often be a daunting conversation with those around them.”

Ed Cole, creative director at Lucky Generals said: “The work emphasises that Co-op Funeralcare has people at the heart of their service. The brand sees everyone as an individual and aims to celebrate their passions and interests. We wanted the creative elements to reflect the personal nature of Co-op and resonate with consumers.” 

The media strategy, created by Dentsu Aegis Network, sees the campaign reaching 98% of the UK population who are over the age of 45, through various media channels including TV, out of home, radio, and podcasts. The latter showcases how discussing your funeral wishes should no longer be a daunting subject, with hosts adding their own personality to the topic.

Co-op Funeralcare has been supporting bereaved families for over 100 years and has 800 homes across the UK. Colleagues are committed to helping the bereaved say goodbye to their loved ones in unique and beautiful ways. 

Co-op Funeralcare has been recognised by Moneynet as the Best Funeral Plan Provider, with funeral plans helping to protect loved ones against unexpected costs and to remove uncertainty about chosen final wishes.