Co-op, in partnership with dentsu media network Carat UK and Platform Media, has unveiled a new ‘Pop to Co-op’ microdrama campaign, a four-part social series designed to transform relatable convenience missions into short entertaining stories.
The campaign marks Co-op’s first use of the rapidly growing microdrama format, showcasing how grocery retailers can engage audiences through entertainment-led content designed for social platforms, earning attention and sparking conversation.
Amplified across Facebook, Instagram, TikTok & YouTube Shorts, each episode follows comedian, podcast host and TV producer Jake Bhardwaj, who finds himself in familiar everyday situations that prompt a quick ‘Pop to Co-op’. The twist: when he returns, the scenario has escalated into an even bigger, hyperbolic moment, amplifying the humour while reinforcing Co-op as the easy, everyday solution.
The microdrama series forms a key pillar of Co-op’s ‘Pop to Co-op’ brand platform, which launched this summer and spans AV, social, influencer, OOH, radio, display and digital activity. The goal is for the microdramas to act as “a talkability engine, driving engagement and helping to embed the phrase into everyday conversation”.
Chris Davies, head of strategy, Carat, said: “The best campaigns don’t just reach people, they give people something to do or talk about. So, our aim is to get ‘Pop to Co-op’ into everyday conversation, making it something people say and do. We spotted a rapidly growing format and the opportunity to put Pop to Co-op to work in creating mini-doses of culture, turning everyday needs into shareable stories.”
Kameshia Lewis, head of media excellence and comms planning, Co-op, said: “At a time when attention is the scarcest commodity, we knew we had to take a different approach. Rather than trying to outspend or outshout the competition, we focused on creating something our members and customers would choose to engage with. Our microdrama offers a fresh, culturally relevant way to launch Pop to Co-op, using storytelling and creator-led content across our paid and owned channels.”
Paul Routledge, head of branded content, Platform Media, added: “Comedy has always been part of Platform’s DNA, so when the opportunity came along to explore the world of comedy microdrama, we jumped at it. Jake was an obvious choice to lead the campaign. We’ve known and worked with him for nearly ten years. He’s very much a part of the Platform family, we worked closely with him on the scripts to make sure everything felt true to his voice, and adding in brilliant comedy talent like Freya Mallard, Elliot Cass and Charlie Kemp just took it to another level.”
