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Refinery campaign for East of England funeral provider launches following appointment


Manchester integrated agency Refinery has launched its first creative since winning the account for the East of England Co-op Funeral Services in July.

The campaign has launched with a 40-second TV advert, centring on family teddy Benny the Bear, passed from father to daughter at birth and following the family through its milestones until his original owner’s funeral, supported by the East of England Co-op Funeral Services Team.

It is titled ‘It means everything to us, because it means everything to you’ and is intended to show the care and attention required when entrusting someone with the care of a deceased loved one.

The regional TV campaign is also being supported with radio, OOH, in-branch, digital and social activity.

Oli Watts, Head of Marketing at EoE Co-op Funeral Services, said: “It means everything to us, because it means everything to you is a beautiful way of explaining how we view providing funeral services. Conveying such a sensitive and emotive subject in an engaging way is extremely challenging. We’re immensely proud of this campaign because it is built on a solid insight about what matters to families we care for.”

Nick Bradshaw, CEO at Refinery, added: “The need to treat this campaign with sensitivity to achieve the objectives resonated with all of us. The handing back of Benny is a gesture that requires no words but says everything about the desire to say goodbye in the right way – something relatable to everyone.

“The East of England Co-op’s customer-first approach is evident to us all, we are incredibly proud of the work, and we hope it will deliver the necessary reappraisal by consumers to start thinking about their funeral plans with East of England Co-op Funeral Services as their trusted partner.”

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