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BRANDED DOCUMENTARIES: CASE STUDY - The Co-operative.

Publication: Marketing Week
Publication Date: 27-AUG-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: BRANDED DOCUMENTARIES: CASE STUDY - The Co-operative.(Co-operative Group Ltd.)

Article Excerpt
Mixed business model

The Co-operative has been involving itself in documentaries for years on every conceivable level. Marketing director Patrick Allen says: "Our involvement in film goes much deeper than a product placement promotional tool. That is not what this is about.

"We don't have a CSR department; it is a philosophy that runs throughout the business. We are not using film to convey a message but to actually get people to do something; it's a call to action."

The company's most recent foray into documentaries is its backing of Burma VJ, a film showcasing footage by independent journalists who risked...

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