Launching the ‘UK’s coolest Co-op’

East of England Co-op

| Store launch

Brief

Support the East of England Co-op to launch its brand new Chelmsford store

What Pier did

After a robust media relations strategy, Pier brought a viral TikTok to mainstream media to boost visibility

Impact

The ‘UK’s coolest Co-op’ was crowned in national and trade media, putting the East of England Co-op in the spotlight for its newest retail concept

Overview

The East of England Co-op asked Pier to help launch its new Chelmsford store. Located opposite the train station, the new proposition championed innovation in food-to-go, with a number of exciting concessions and brands.

Pier delivered a flawless media launch. But, it was an excited TikToker posting their thoughts on a first visit that presented a new opportunity.

Working quickly, we were able to leverage the content to achieve strong media cut-through in traditional media.

Story

The new East of England Co-op Chelmsford store is a modern, and exciting store, packed full of features ideal for commuters and travellers. From Tango Ice Blast and fresh orange juice machines, to endless tempting ‘on the go’ food options including coffee, the store has lots to offer.

For the launch, Pier had all bases covered. Compelling copy was complimented by strong photography and videography. We ensured all the right media had access to spokespeople, and we landed some great coverage.

The viral TikTok came just a few days later and presented us with a fantastic opportunity for a second bite of the cherry. We took the content and used their words – ‘the UK’s coolest Co-op’ – to achieve new interest in the launch.

Key national and trade press loved the endorsement from a discerning creator. Convenience Store, Independent Retail News and Essex Live were among the titles to run new stories.

Cue delighted clients and a successful store launch, drawing in Chelmsford commuters day after day.