The Co-op has joined forces with Coca-Cola Europacific Partners (CCEP) and Special Olympics Great Britain (GB) to launch Meals That Matter – a campaign championing inclusion and raising funds to support Special Olympics GB’s life-changing sports programmes for people with intellectual disabilities.
Running in Co-ops across the UK until 5 August, the initiative invites customers to support Special Olympics GB through a simple meal deal. When buying two Co-op pizzas and 4x330ml Coca-Cola Zero Sugar or Diet Coke cans for just £6 (for members), 25p from every sale will be donated to help fund Special Olympics GB’s year-round sporting opportunities.
As a registered charity, Special Olympics GB supports over 12,666 athletes across 27 sports, including skiing, football, ice-skating, boccia and table tennis. Its community of 5,940 volunteers provides a safe, supportive environment that empowers individuals with intellectual disabilities to thrive through the power of sport in grassroots clubs.
Alex Rae (pictured), a double silver table tennis medalist, has been a Co-op colleague at the Rosehill Drive store in Aberdeen for almost 25 years. He said: “Being a part of the Special Olympics Grampian club is amazing, as is working for Co-op.
“The support and encouragement I’ve had has helped me build my confidence and really believe in myself. I’d love for more people with intellectual disabilities to have opportunities like these so they can really see what they can do.”
The campaign will be unmissable in stores, with animated digital screens, several front-of-store takeovers, shelf talkers, branded floor stickers and more. All will feature Special Olympics GB athletes alongside the campaign’s powerful message. A dedicated online hub and Co-op Members email campaign will further amplify engagement and reach.
In a first for a major in-store retail campaign, Meals That Matter will also feature Makaton symbols – an inclusive communication programme that uses speech, signs and symbols to support understanding and expression.
Holly Firmin, senior community partnerships manager at CCEP, added: “Special Olympics GB makes an enormous difference to the lives of athletes with intellectual disabilities and this campaign aims to raise awareness of that.
“It’s about showing what’s possible when everyone is given the support they need to thrive and why inclusion in everyday life, in sport and in the workplace, really does matter.”
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