GumGum amped up engagement for Co-op’s summer food ranges and community fund, bringing together high-impact ad units with contextual precision – in a campaign with standout results.

Retail, FMCG
Desktop Skin, In Screen Expandable, In
Image Expandable, Mobile In Screen Frame
The GumGum Team on retreat in Ojai


Leading grocery chain Co-op approached GumGum, with the aim of supersizing engagement around its summer food ranges such as barbeque and ice-cream products, while also looking to raise awareness and brand perceptions around its Co-op Local Community Fund. The campaign was designed to target environmental and socially conscious audiences, as well as elevating Co-op’s reach next to its major competitors – including Aldi, Tesco and Asda.

Illustration of GumGum x Coop Methodology

Methodology & Strategy

GumGum chose four high-impact formats to amplify Co-op’s summer messaging: the Desktop Skin, the In Screen & In Image expandable units, and the In Screen Frame. Utilising Verity™, GumGum’s contextual intelligence platform, to align the ad units in relevant environments across lifestyle news, entertainment, and food & drink content. The compelling ads highlighted Co-op’s community and summer product ethos in a fleet of high-calibre online publications with large audiences; including BBC Good Food, Ideal Home, Woman & Home, Time Out and Empire magazine to name a few.

Performance & Results

GumGum’s contextual finesse, coupled with high-impact creatives, paid off as the Co-op summer campaign outperformed key benchmarks on engagement, dwell time, viewability and attention quality. Data from On Device Research also indicated an uptick in brand trustworthiness, association with community values, and total spontaneous mentions among the target socially conscious audience.

+ 3 pts
Brand perception of
"offering quality foods"
+ 4 pts
Perception in brand trustworthiness
+ 7 pts
Spontaneous mentions among
target audience
Viewability for In-Screen Expandable
vs 85% benchmark
Dwell time for Desktop Skins
vs 30s benchmark
MOAT Attention quality score
vs 29.6% benchmark

Boost Your Next Campaign with GumGum

Fill out the Form to Learn More
Thank you! Your submission has been received and a GumGum representative will be in touch soon.
Oops! Something went wrong while submitting the form.

Your data will be processed according to our Privacy Policy.

Click this icon to scroll back to the top of the page