Co-op Funeralcare: Leaving them something that they will appreciate

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.

Campaign details

Agency: PSONA

People don't want to think about what to do when they're gone. So Co-op banished black ties and sad faces to discuss funeral planning – powered by British humour.

Strategy

In order to understand the challenges faced by their own customers, Co-op staff planned their own funerals – a "method planning" approach, and one that yielded crucial insights.

Firstly, funeral planning and budgeting is tricky because it is just so personal. Any Co-op product had to be simple and reliable – hence the promise to guarantee full funeral cover.

Secondly, the tone and visual style...

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