Award Winner

Co-op partnered with GumGum to boost summer food engagement and raise awareness of its Local Community Fund with targeted, high-impact ads.

High-Impact Advertising Amplifies Engagement for Co-op's Summer Campaign

+3 pts

Increase in brand perception of "offering quality foods"

+4 pts

Improvement in brand trustworthiness perception

+7pts

Rise in spontaneous mentions among target audience

Challenges

Co-op aimed to boost engagement around its summer food products, such as barbeque and ice-cream items, and enhance awareness and perception of its Local Community Fund. The campaign targeted environmentally and socially conscious consumers, seeking to elevate Co-op's reach relative to competitors like Aldi, Tesco, and Asda.

Methodology & Strategy

GumGum employed four high-impact ad formats—Desktop Skin, In-Screen Expandable, In-Image Expandable, and Mobile In-Screen Frame—leveraging its contextual intelligence platform, to place ads within relevant environments across lifestyle news, entertainment, and food & drink content

See all the units in action

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Finding Co-Op’s Audience

Utilized GumGum Contextual to align ad placements with content appealing to environmentally and socially conscious audiences.

Targeted premium online publications with large audiences, including BBC Good Food, Ideal Home, Woman & Home, Time Out, and Empire magazine.

Audience Engagement

Deployed compelling creatives highlighting Co-op's community initiatives and summer product offerings.

Ensured ad placements within contextually relevant content to maximize engagement and resonance with the target audience.

Performance & Results

GumGum’s contextual finesse, coupled with high-impact creatives, paid off as the Co-op summer campaign outperformed key benchmarks on engagement, dwell time, viewability and attention quality.

Partners