A multi-channel brand campaign created to strengthen awareness, trust and long-term preference

Human stories, lasting brand trust

Challenge: East of England Co-op Funeral Services needed a long-term brand campaign that would build awareness and preference across Norfolk, Suffolk and Essex – in a sector where trust, reassurance and authenticity are critical.

With a 100-year heritage and a strong regional presence, the challenge was to communicate warmth, professionalism and care without relying on traditional, sombre funeral advertising. The campaign needed to speak to people before the point of need, establish authority and trust, and work consistently across a wide range of channels over a minimum two-year period.

Solution: We began by shaping the campaign narrative and defining the key messages that would underpin every asset – focusing on calm reassurance, human connection and genuine care.

From there, we developed storyboards and scripts designed to feel honest and unforced, avoiding anything staged. Casting centred on real, relatable people, supported by careful location scouting to ensure every setting felt natural and authentic.

We led the full pre-production process, coordinating casting, locations, scheduling and creative direction, before working closely with Eye Film, who delivered the videography. Raw footage was edited in-house by our team, allowing us to retain full creative control and ensure the final film aligned with the campaign tone and brand values.

The result was a flexible suite of hero video content and supporting assets, designed to work seamlessly across digital, social, broadcast, outdoor and in-branch environments.

Outcome: The campaign delivered a warm, confident and human brand presence that clearly differentiated East of England Co-op Funeral Services within a crowded and often traditional marketplace.

The modular nature of the assets also ensured consistency and longevity, supporting an always-on approach that can evolve and perform across channels over the life of the campaign.