Shaun Ryder and Bez Lead the Way in Co-op Funeralcare’s Bold New Series ‘Celebrity Send-Off’

Co-op Funeralcare, the UK’s leading funeral provider, has teamed up with Channel 4 for 'Celebrity Send-Off', a new social-first branded entertainment series developed in collaboration with dentsu-owned media agency Carat UK, creative agency Lucky Generals and production company Interstellar. 

In a recent report commissioned by Co-op Funeralcare, ‘Planning for Death’, less than half (45%) of people surveyed had openly talked about their funeral wishes with loved ones. So, building on the success of last year’s "Talking Now Helps Your Loved Ones Later" ad campaign and "Let’s Start Talking" podcast series, 'Celebrity Send-Off' continues Co-op Funeralcare’s aim of encouraging the nation to start the conversation about their funeral wishes, letting friends and family know what you want when the time comes.

This latest campaign marks a significant shift in the dialogue surrounding funerals, infusing the conversation with the influence of popular culture and Channel 4's distinctive voice in societal discourse.

The brainchild of Lucky Generals and realised by Carat UK, the three-part series intimately chronicles the journey of three celebrity duos as they confront the emotional and logistical elements of planning a loved one’s funeral. Their stories are told with genuine emotion, heartfelt sentiment, and a touch of unexpected humour, reflecting the multifaceted nature of life and loss.

The first episode, featuring Happy Mondays and Celebrity Gogglebox’s Shaun Ryder and Bez, launches on 3 July across YouTube and goes live on social platforms on 10 July. Two additional episodes, featuring Gogglebox’s Marcus Luther and his wife Mica Ven and former Olympian Kriss Akabusi and his daughter Shakira Akabusi, will be released throughout July.  

Mandip Mann, head of client marketing, digital & experience at Co-op Funeralcare, said, “At Co-op Funeralcare we understand how difficult it can be for people to discuss topics related to death and bereavement, particularly with family and friends. However, talking about things such as your funeral wishes can help give loved one’s peace of mind later, making things that little bit easier during what is an otherwise difficult time.”

“That’s why in working collaboratively with our agencies, Lucky Generals and Carat UK, alongside our social agency, Mullen Lowe, we’re so pleased to partner with Channel 4 in creating a content series that builds on the success of last year’s campaign and show the difficulties people can face when organising a loved one’s funeral without first knowing what they wanted.

“Through this series, we aim to normalise what can often be seen as a taboo topic, using a mix of entertainment to highlight just how much of a difference these conversations can make, as well as inspiring the nation to talk to loved ones about it today.”

Flora Kong, client managing director, Carat UK, said, “With 'Celebrity Send-Off', we are boldly addressing a traditionally taboo subject, bringing it into the public eye with grace and distinction. The campaign is poised to ignite a cultural shift, encouraging open dialogue about funeral wishes in a manner that is both respectful and engaging.”

Tom Prendergast & Joe Stamp, creative directors, Lucky Generals, said, “Following the success of the brand campaign last year “Talking now helps your loved ones later”, we wanted to continue encouraging the nation to open up about their funeral wishes. Leveraging the power of popular culture and tasking celebrities with arranging a loved one’s funeral felt like the perfect way to do this. The series aims to shine a light on the challenges that can arise if you don’t have this conversation, but delivers it in an accessible, heart-warming and even humorous way.”

Rupinder Downie, content solutions leader at Channel 4 Sales, said, “Channel 4 takes pride in partnering with brands like Co-op Funeralcare that are eager to spark meaningful conversations. This social series is an example of our commitment to connecting with audiences on a deeper level through engaging content."

For more information on the campaign and to view the first episode of Celebrity Send-Off, visit here.