Coca-Cola Celebrates Family-Run Businesses with New Counter Cultures Campaign
Coca-Cola Great Britain has launched its new campaign, Counter Cultures, to celebrate family-run businesses that serve Coca-Cola every day. The campaign builds on last year's 'The Bosses' initiative, which highlighted independent corner shops in local communities.
The research behind the campaign reveals that nearly half (47%) of Gen Z are looking to stay in their local communities after education, with proximity to family (44%) and a more affordable cost of living (27%) being major factors. This shift may be putting an end to the 'brain drain' as young workers opt for jobs closer to home.
The campaign features a hero film connecting Coca-Cola's Wakefield manufacturing site with local businesses in nearby communities, showcasing the journey from production to consumption. The film follows two employees, Lewis Baker and his father Mark, and weaves their story together with three family-run businesses: Ocean Fish Bar, The Old Red Lion, and Bennett's Bites.
Each participating business will nominate a local cause to receive a five-figure donation as part of the campaign, reinforcing Coca-Cola's commitment to supporting local communities. With 97% of its drinks produced domestically, the company supports thousands of jobs across its supply chain.