Convenience Retailer Microdramas

Pop to Co-Op Celebrates Last-Minute Plans and Spontaneity

Leading UK convenience retailer Co-op Food tapped into the popular microdrama format to launch Pop to Co-op, based on "I’m popping to Co-op," which isn't just a tagline but a phrase that people have adopted as their own. The four-part Pop to Co-op miniseries underscores the benefits of convenience shopping and its value in everyday life. While big-box retailers focus on Q4 as the best time of the year to shop, Co-op's campaign highlights everyday last-minute plans and spontaneous get-togethers.

The first microdrama, Plans Cancelled, tells a relatable story of a woman with evening plans that fall through, but rather than wallowing in disappointment, she takes the opportunity to Pop to Co-op for a ready meal from the Irresistible range for a cozy night at home.

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