The Challenge
When retail crime hit crisis levels, with Co-op facing nearly 1,000 daily incidents and police failing to respond to 79% of cases, leaving staff and shoppers at risk, the supermarket chain turned to markettiers to raise public awareness and push for action.
Our Strategy
We delivered a data-driven, emotionally charged campaign using attention-grabbing statistics and phrases like “License to Loot” to capture headlines. A robust toolkit — including CCTV footage, local voices, and tailored media pitches — highlighted the human impact of retail crime, securing major media placements and fueling public outcry.
The Results
The campaign generated 1,000+ pieces of broadcast coverage, including BBC Breakfast, ITV GMB, and Panorama, all delivering key messages in a supportive tone. This helped lead to a government-backed Retail Crime Action Plan being launched, with Co-op recognised as a leading voice in tackling the crisis.
Maintaining Momentum
We reignited media interest to sustain pressure, delivering a high volume of coverage across top outlets, including BBC Radio 4 and ITV, and keeping retail worker safety in the spotlight, further influencing policy and public opinion.
Meet the Team
Client Team
