Going for Gold at the IPM Awards



iD and Co-op took home Gold, Silver and Bronze trophies at the prestigious IPM Awards. The trophies were presented at the IPM’s black-tie Awards Gala on Wednesday 7th June at the London Hilton Park Lane. The awards ceremony celebrated the very best in creativity and effectiveness in the promotional marketing industry.

The Mix Kitchen was awarded GOLD for Best Experiential Activation at a Festival.

The campaign, a one of a kind experience activated at Bestival, enabled the Co-op to engage with their target audience in relevant, creative ways; turning the concept of the dining club on its head and inviting customers to become the creators.

The festival experience was entirely ownable by Co-op and engaged fans and artists alike, with one key message – the most amazing dishes can be created from the simplest ingredients available at the Co-op.

All proceeds from The Mix Kitchen were donated to the British Red Cross.

The Unpredictable Summer Menu campaign took home Bronze in the Food industry category and Silver for Best Stand-alone Experiential Activation.

The experiential campaign successfully brought Co-op to a new audience; driving mass trial of their key summer range, whilst transforming perceptions of the brand in a way that ensured Co-op became their convenience retailer of choice.

  • We wanted to do more than simply tell the audience about all that the Co-op has to offer; working with high-calibre chefs we invited the audience to engage in a full sensory experience - showcasing the variety of dishes available from the Co-op’s key summer range.
  • We encouraged social participation by inviting the brands Facebook audience to help us create our mystery menu, by telling us which secret ingredient they’d add to Co-op dish ideas.
  • These ‘mystery dishes’ then formed our Unpredictable Summer Menu.


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