The Co-operative Funeralcare, the end of life services brand within Southern Co-op, gave us the brief to elevate awareness of their funeral plans. These popular pre-paid products deliver reassurance and peace of mind, and being inflation proof, they protect against ever rising costs too.

The campaign focus was that through a pre-paid product you can tailor your own funeral to your specific wishes – simple, dramatic, lavish, themed – by planning your send-off yourself. As a result, the decision-making burden is taken off loved ones at a time of grief as all the big details have already been arranged in advance.

In response, our big idea seemed obvious, but simple: ‘It’s your funeral’.

If you want a massive firework display, have it. If you want a procession of clowns, have them. If you want everyone to attend in fancy dress, let them. Within reason, you can plan the event however you want. After all, it’s your funeral. Simple graphics supported engaging headlines to create a series of visually led scenarios conveying unique and quirky ways to be sent off into the afterlife.

Channels used included in-branch point of sale and hyper-local press and radio. Online, simple awareness posts were integrated into Southern Co-op’s regular social media activity. Localised door drops targeting 40–70-year-old ABC1’s were also used in selected areas along the south coast.