Coca-Cola Launches Campaign Highlighting Family Businesses
Coca-Cola Great Britain has launched a new campaign titled ‘Counter Cultures’ aimed at celebrating the contributions of family-run businesses in the UK. This campaign recognizes the local pubs, cafés, takeaways, and manufacturing sites that are integral to Coca-Cola's operations, from production to distribution.
The initiative builds on last year's ‘Bosses campaign’, which highlighted independent convenience retailers. ‘Counter Cultures’ seeks to shine a spotlight on the businesses that create jobs, develop skills, and support communities throughout Britain. The campaign will be showcased through social media channels and large-scale murals across several cities including Leeds, Birmingham, Wakefield, and Manchester.
A central component of the campaign is a hero film that connects Coca-Cola’s manufacturing site in Wakefield with local businesses, illustrating the journey from production to the points where Coca-Cola products are served. This film aims to emphasize the connection between Coca-Cola and these pivotal community businesses.
Research conducted by Coca-Cola Great Britain in support of the campaign reveals that family businesses in the UK might be well-positioned to attract new talent. The study indicates a growing interest in vocational careers among both younger and older generations, with 70% of adults suggesting they would advise younger family members to pursue such paths. Among millennials, 47% indicated they would choose vocational careers if starting over, while 58% of Gen Z are considering these opportunities.
Additionally, more than half of Gen Z (52%) expressed interest in joining family businesses or learning trades passed down through generations. This interest underscores the role of independent retailers in providing practical career pathways and developing skills across generations.
An Vermeulen, Vice President and General Manager at Coca-Cola Europacific Partners GB, emphasized the significance of strong local communities, stating that the company is proud to support businesses that foster local employment and skill development. The campaign also includes a financial component, whereby each participating business will receive a five-figure sum to support local initiatives, reaffirming Coca-Cola’s commitment to community support.
