Carat has unveiled a new campaign with Co-op Food to promote the retailer’s new Served range – a fresh take on the midweek meal deal aimed at busy shoppers.
The initiative centres on a £7 offer that includes a main dish and two sides, serving two people. The first instalment runs for six weeks with an Italian menu, before branching out into other cuisines in the new year.
Carat’s strategy focuses on key “meal decision” moments – from work-to-home transitions to evening entertainment and the familiar dilemma of “what’s for tea tonight?”
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The campaign introduces several firsts in the retail sector. Co-op has become the headline sponsor of podcasts including The Buckleys (James Buckley and Clair) and Wanging On (Graham Norton & Maria McErlane), alongside slots in Comfort Eating with Grace Dent and Off Menu with Ed Gamble & James Acaster.
It has also struck a partnership with Channel 4’s new social-first food channel, also called Served, marking the first time a UK food retailer has collaborated with the platform. The partnership features emerging chefs creating real-time recipe content across TikTok, Instagram, and YouTube.
Other activity includes commuter-focused outdoor ads, location-based targeting, and Smart TV homepage takeovers on Netflix, Channel 4, and ITVX to reach audiences at the point where “what to eat” meets “what to watch.”
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Andy Kimpson, Account Director at Carat, said: “This campaign represents a significant moment for Co-op Food – not just for winning ‘dinner tonight’ missions under pressure from cost-of-living concerns and supermarket competition, but for stepping into editorial content and leveraging talent to build authenticity beyond traditional paid media.”
Mel Matson, Marketing Director at Co-op, added: “We know our members and customers juggle busy lives and the daily dilemma of ‘what’s for tea tonight?’ is sometimes the last thing that shoppers want to navigate after a long day. However, Served isn’t just about convenience – it’s a quick and fresh meal solution that solves decision fatigue while offering a departure in choice from ready-meal options traditionally available in evening meal deal propositions. Most importantly, Served is competitively priced. The partnership with Channel 4’s Served channel felt like perfect timing and working with talent like The Buckleys helps us connect authentically with the people we’re trying to help.”
The campaign, created by Carat alongside creative agency VCCP and content specialists ITG, runs until 14 October 2025 with further amplification across foodie titles including Olive and Good Food.
