Co-op, Carat UK and Platform Media bring microdrama trend to grocery retail with campaign launch
Co-op, in partnership with Carat UK, dentsu’s media network, 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 microdrama format, showcasing how grocery retailers can engage audiences through entertainment led content designed for social platforms, with the aim of earning attention and sparking conversation.
Covering Facebook, Instagram, TikTok, and YouTube Shorts through The Platform Amplification Network, 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.
The microdrama series forms a key pillar of Co-op’s new platform, ‘Pop to Co-op', which launched this summer and spans AV, social, influencer, OOH, radio, display, and digital activity. While the wider campaign highlights how everyday moments are made better with a ‘Pop to Co-op', the microdramas act as a talkability engine, driving engagement and helping to embed the phrase into everyday conversation.
At a time when AI search and recommendation systems increasingly favour earned signals, those involved state that the campaign is designed to generate real life conversation and cultural relevance. Co-op says that, rather than treating earned media as a supporting tactic, the microdramas make it the strategic objective, while paid media is used to fuel discussion and generate audience participation at scale.
Chris Davies, Head of Strategy, Carat, says: "The best campaigns don't just reach people, they give people something to do or something to talk about. So, our aim is to get ‘Pop to Co-op' into everyday conversation, making it something people say and something people do. We spotted a rapidly growing format and the opportunity to put Pop to Co-op to work in creating our own mini-doses of culture, turning everyday needs into shareable stories.”
Kameshia Lewis, Head of Media Excellence and Comms Planning, Co-op, comments, “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 actively choose to engage with.”
“Our microdrama series offers a fresh, culturally relevant way to launch Pop to Co-op, using storytelling and creator-led content across our paid and owned channels. It helps us cut through the noise, capture attention, drive engagement and keep Co-op top of mind during everyday convenience moments. It's a great example of how a connected media and content strategy can build awareness in today's algorithm-driven world.”
Paul Routledge, Head of Branded Content, Platform Media, adds: “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. Co-op and Carat UK were the perfect creative partners, and 'Pop to Co-op' gave us a fun foundation to build a world around.”
“Jake was an obvious choice to lead the campaign. We've known and worked with him for nearly ten years, he's one of the funniest comedy performers around. He's also 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. The finished campaign delivers exactly what the brief called for, while also being genuinely funny.”
2026 RTIH Innovation Awards
Grocery retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
