Co-op has launched a Meals That Matter campaign in collaboration with Coca-Cola Europacific Partners (CCEP), which will champion inclusion and raise funds to support Special Olympics GB’s (SOGB’s) life-changing sports programmes for people with intellectual disabilities.
Running in Co-op stores across the UK from 9th July to 5th August, the initiative invites customers to support SOGB through a simple meal deal: buy any two Co-op pizzas and 4x330ml Coca-Cola Zero Sugar or Diet Coke cans for just £6 for members. 25p from every sale will be donated to help fund SOGB’s year-round sporting opportunities.
The campaign will be promoted by five SOGB athlete ambassadors: Alex Rae, Bleddyn Gibbs, Stephanie Gott, Katie Day, and Lloyd Martin, who each share their personal stories to highlight the campaign’s core message: everyone wins when you choose to include.
Alex Rae, a double silver medallist in table tennis, has been a Co-op colleague at the Rosehill Drive store in Aberdeen for almost 25 years. Alex said:
“Being a part of the Special Olympics Grampian club is amazing, as is working for Co-op. The support and encouragement I’ve had has helped me build my confidence and really believe in myself. I’d love for more people with intellectual disabilities to have opportunities like these so they can really see what they can do.”
The campaign will be highlighted on digital screens, shelf talkers, branded floor stickers and on several front-of-store takeovers. A dedicated online hub and Co-op Members email campaign will further amplify engagement and reach.
In a first for a major in-store retail campaign, Meals That Matter will also feature Makaton symbols – part of an inclusive communication programme that uses speech, signs and symbols to support understanding and expression. For many people with communication difficulties, Makaton makes it easier to connect with others and participate fully in everyday life.
Holly Firmin, Senior Community Partnerships Manager at CCEP added: “SOGB makes an enormous difference to the lives of athletes with intellectual disabilities and this campaign aims to raise awareness of that.
“It’s about showing what’s possible when everyone is given the support they need to thrive and why inclusion in everyday life, in sport and in the workplace, really does matter.”
As a registered charity, Special Olympics GB supports over 12,666 athletes across 27 sports, including skiing, football, ice-skating, boccia and table tennis. Its community of 5,940 volunteers provides a safe, supportive environment that empowers individuals with intellectual disabilities to thrive through the power of sport in grassroots clubs.
