Coca-Cola Campaign Shines Light on Family-Run Businesses
Coca-Cola Great Britain has launched an integrated campaign called Counter Cultures to highlight the role of family-run pubs, cafés, and takeaways in their local communities. The campaign follows last year's initiative, The Bosses, which focused on independent corner shops.
The research behind Counter Cultures found that 47% of Gen Z respondents want to remain in their local communities after education, with proximity to family being a significant factor (44%) and cost of living also playing a role (27%).
The campaign features a hero film linking Coca-Cola's manufacturing site in Wakefield to businesses in surrounding communities. The film follows employees Lewis Baker and his father, Mark, alongside three family-run businesses: Ocean Fish Bar, operated by Pindy and Bill Singh; The Old Red Lion, owned by David and Lindsey Sargant; and Bennett's Bites, run by Chantell and James Bennett.
The participating businesses will nominate local causes to receive five-figure donations as part of the campaign. This initiative aims to connect featured businesses with community organizations and provide financial support for selected local causes.