By TPA
24/08/2026
As part of a wider transformation of Coop’s social presence, TPA has been helping the Channel Islands Co-operative Society move away from traditional brand-led content and towards something more human, culturally relevant and connected to island life.
For summer, that’s meant creating a simple challenge: say yes to the moments that are already right in front of you.
A social-first approach to summer
The campaign takes a social-first approach, built around digital storytelling rather than traditional advertising. Instead of a single hero film or campaign asset, the challenge is designed to live and grow natively across social, with content shaped by the platforms it appears on rather than repurposed from other channels.
Three films, one summer
The campaign is a social-first series built around saying yes to everything summer throws at you. Three films sit at the heart of it: a 6am surf with Healing Waves, the ultimate kids’ takeover party, and, our personal favourite, a drag queen dress made entirely from Coop bags, celebrating Coop’s official Pride partnership.
Bringing the brand closer to island life
The challenge is part of TPA’s ongoing work helping Coop build a stronger community presence, with the brand’s social channels increasingly focused on real island life rather than product-led messaging.
“For us, this campaign is about helping Coop show up in culture, not just show up on social. Instead of starting with what the brand wants to say, we’re starting with what people are already talking about, doing and sharing, then finding a role for Coop within that. That’s why you end up with everything from a 6am surf to kids taking over a picnic and a drag queen dress made from Coop bags. It feels less like advertising and much more like the island life people actually want to see in their feeds.”
— Noémie Cohen, TPA
“We wanted to challenge ourselves to think differently about what Coop’s social channels could be. There’s obviously a commercial role for us, but social gives us an opportunity to do more than talk about products and promotions. We can be part of the things people are actually talking about, doing and enjoying across the island. That’s what I love about this campaign. The content feels rooted in real island life, but there’s still a clear role for Coop within it. It feels like a much more natural way for us to connect with our customers.” — Calley Copley, Senior Marketing Manager, Coop
