Co-op Funeralcare’s taboo-breaking campaign sparked national conversation

Media coverage on the topic was sparse, with a lack of genuinely helpful content. Not only were individuals reluctant to discuss funerals, but the media ecosystem reflected this hesitancy.

Strategic Approach

The role of Co-op Funeralcare was clear: to provide guidance and prompt the nation to have the conversation while also demonstrating the funeral services available. We identified three key objectives:

• Get the nation talking about funeral wishes
• Educate people on what a funeral entails
• Show how each element can be personalized

Our strategy centered on using celebrity partnerships to demonstrate how, without having these conversations beforehand, planning a loved one's funeral becomes even more difficult. This would reinforce Co-op Funeralcare's brand message: "Talking now helps your loved ones later."

After extensive planning, we identified Channel 4 as the ideal partner for this sensitive content. Nearly half (48%) of UK adults agree that Channel 4 is the commercial broadcaster best suited to taboo topics and to approach difficult conversations.

EXECUTION: Creative Excellence and Implementation

We developed a bold creative concept: "Celebrity Send Off," a TV series in which celebrities blind-planned each other's funerals. The initial reaction when we pitched this to TV houses further cemented the subject as one seen as untouchable in the media. However, this format allowed us to design a unique content series featuring multiple genuine funeral services provided by Co-op Funeralcare.

Implementation

To maximize reach and diversify formats across platforms, we planned:

• Three 10-minute hero episodes on YouTube
• Content seeded across Meta and TikTok (a first for Channel 4)
• Episodes available on VOD (All4) with commissioner approval
• A 30" TVC running on Channel 4 linear promoting the series
• A usage package to amplify across the Co-op network, including in-store supermarket radio, newsletters, and marketing
• Reaction videos of Co-op staff responding to the show, shared across social

We paired three sets of celebrities with existing relationships:

• Bez and Shaun Ryder (of Happy Monday's fame)
• Shakira Akabusi and Olympian dad, Kriss Akabusi
• Gogglebox veterans Marcus and Mica

Their wishes ranged from the traditional to modern to the outright bizarre. Throughout filming, the cast brought to life the tough decisions that need to be made during funeral arrangements, sparking genuine emotion in each pair.

A major challenge was striking the right tone: demonstrating sensitivity for the subject matter while injecting humor and emotion where appropriate. We sought to showcase a diverse range of personal funeral touches for each pairing, which required meticulous planning by our clients and on-the-ground funeral home teams.

To add authenticity, we made the pivotal decision to use real Co-op funeral directors in the show to guide one-half of each pair through the arranging process as if it were real. This added warmth and credibility to the series.

RESULTS: Outcomes and Effectiveness

From day one, we knew we'd delivered something special. The campaign achieved impressive results across all metrics:

Reach and Engagement

• Video Views: The campaign over-delivered by 80%, generating over 10 million views across YouTube and Social Media platforms
• Linear TV and Streaming Impact: A further 20 million impressions were delivered through linear TV and streaming
• Social Engagement: Content created for Co-op's own channels increased engagement by 1069% compared to the Co-op's benchmark for organic social media

Brand Impact

• Brand Awareness: Total brand communication awareness rose to a record high of 58%, even during a period of no sustained Brand TV activity. This demonstrated that branded content partnership could perform as strongly as brand TV in driving awareness
• PR Breakthrough: Coverage extended beyond trade publications to mainstream media, including IMDB, Variety, and The Guardian, which listed the series as one of the "Seven Best Shows to Stream This Week."
• Broadcast Exposure: Our celebrity talent appeared on ITV's Good Morning Britain to discuss the show, demonstrating how media can deliver beyond paid space when creating engaging and entertaining content that taps into human insight.

Behavioural Change

• Channel 4's post-campaign evaluation revealed:
• 63% of those exposed to the campaign said, "The content made them feel more comfortable about talking about their funeral wishes."
• Over 70% had an improved opinion of Co-op Funeralcare.

Longevity

Channel 4 was so impressed by the campaign's success that they agreed to host the program on their VOD platform for future audiences, extending the impact of the content investment.

Client Satisfaction

According to Mandip Mann, former Head of Marketing at Co-op Funeralcare: "Celebrity Send Off was a fantastic evolution of our Talking Now strategy. Carat and Channel 4 did an amazing job of conveying the message in an entertaining and sensitive way. Creating talkability and helping normalize the conversation about the end of life. We saw fantastic PR coverage given the activation was so new and disruptive, and we have seen strong impact on brand perceptions."

By creating content that balanced sensitivity with entertainment, we successfully broke through the taboo surrounding funeral wishes. This demonstrated that innovative content strategies can drive meaningful engagement even with the most challenging subjects.