Coca-Cola Europacific Partners x Co-op: Meals That Matter

When Coca-Cola Europacific Partners (CCEP) and Co-op set out to create a campaign that would drive meal-deal sales and social impact, they partnered with CCEP’s long-standing partner, Special Olympics Great Britain (SOGB) – an organisation that uses sport to transform the lives of people with intellectual disabilities in communities across the UK.

Together, they launched Meals That Matter – a nationwide campaign that put inclusion on the menu. For every £6 Co-op meal deal purchased with Coca-Cola Zero Sugar or Diet Coke, CCEP made a donation to Special Olympics GB to help fund year-round training and competitions for its athletes.

We worked with CCEP to bring the campaign to life through authentic, athlete-led storytelling. Our team handled every element of the creative and communications delivery – from press photography and video shoots with the campaign’s athlete ambassadors, to producing launch and event films, and driving PR and social amplification across corporate, consumer and internal audiences.

Fronted by five Special Olympics GB athletes – including Co-op colleague and SOGB athlete leader Alex Rae – the campaign celebrated belonging, pride and the everyday power of representation. It reached shoppers in-store, online and across social media, using Makaton across campaign materials in a retail first, to help ensure it was accessible to all.

The results spoke for themselves. In addition to securing a sizeable donation to SOGB, Meals That Matter delivered a significant uplift in sales and achieved 2.9 million opportunities to see across earned media. On social media, the campaign exceeded all reach and engagement targets, delivering record amounts of positive advocacy.

Most importantly, it inspired real-world change: Special Olympics GB saw a surge in public awareness and interest, while Co-op and CCEP’s partnership was hailed as a “step change” in how the two brands collaborate on purpose-driven work.

Because when brands choose to include, everyone wins.