Counter Cultures Campaign Celebrates Family-Run Businesses in Local Communities
Coca-Cola Great Britain has launched its new integrated campaign, Counter Cultures, which celebrates family-run pubs, cafes, and takeaways in local communities across the UK. The campaign builds on last year's The Bosses initiative, which highlighted the role of independent corner shops.
New research shows that 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 key factors. This trend may put an end to the 'brain drain' of young workers flocking to major cities.
The campaign features a hero film that connects Coca-Cola's Wakefield manufacturing site with local businesses in nearby communities, showcasing the journey from production to consumption. The story follows Coca-Cola employees Lewis Baker and his father Mark as they weave their narrative 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, reinforcing Coca-Cola Great Britain's commitment to supporting local businesses and communities. The company produces 97% of the drinks it sells domestically and supports thousands of jobs across its supply chain.