In a celebration of community, culture, and sustainability, Co-op has teamed up with the legendary Salford-born poet, Dr John Cooper Clarke, to mark its unique partnership with the UK’s largest live entertainment venue, Co-op Live. The collaboration showcases the retailer’s deep ties to Manchester and its commitment to supporting the local community, all wrapped in the gritty, unmistakable style of Clarke’s poetry.
Dr Clarke’s new work, composed specifically for this partnership, reflects the long-standing relationship between Co-op and Manchester, calling out the importance of the retailer in the fabric of the city. Delivered in Clarke’s signature punk style, the poem reverberates with the sentiment that “a town is not a proper town without the old Co-op around.” He also highlights Co-op Live’s significance in the international music scene, hailing it as one of Europe’s most sustainable and socially responsible venues.
“Co-op and me, we go way back. Growing up in the city, you couldn’t miss it. It’s like coming full circle – from reciting verses in the streets of Manchester to writing a poem for its largest live entertainment venue,” Clarke shared. “This isn’t just some fancy new building; it’s a symbol of our city – bold, brash, and full of heart. I’m chuffed to bits to be part of it. So here’s to Co-op Live and its future, where punk spirit meets community vibes. It’s proper sound!”
The Co-op Live partnership, dubbed the “Proper Sound” campaign, comes on the heels of several pre-sale announcements made in September, which gave Co-op members exclusive early access to tickets for major performances, including Bruce Springsteen, Chase & Status, and comedian Micky Flanagan. Through the partnership, Co-op Live is set to donate at least £1 million annually to the Co-op Foundation, with funds aimed at empowering young people and supporting community-driven initiatives.
At the heart of this initiative is the Young Gamechangers Fund, a pioneering programme backed by the Co-op Foundation, #iwillFund, and Co-op. The fund provides grants of up to £20,000 to young people aged 10 to 25, allowing them to launch projects that improve their communities. Whether it’s sustainability efforts or inclusivity projects, the fund champions youth-led transformation, making a tangible difference in towns and cities across the UK.
Amanda Jennings, Co-op’s Director of Marketing Communications, expressed the significance of working with Clarke: “I am no poet, but what I do know is Co-op is an honest and humble brand that is all about making a difference. And who better to lead our campaign to celebrate our partnership with Co-op Live than the proper sound Mancunian Dr John Cooper Clarke? His words capture the essence of community that Co-op, and Co-op Live, are built on.”
The poem is not just an ode to Co-op, but also a love letter to Manchester itself. Created with advertising agency Lucky Generals and produced by Iconoclast, the accompanying visuals show iconic scenes of Manchester, from its bustling streets to its famous yellow trams. In true Clarke fashion, the lines are full of wit and local flavour: “Why shop around when you could pop around to shop in a shop that’s proper sound since a pound note was a proper pound.”
Co-op’s partnership with Clarke is part of a wider effort to connect with its customer base and reinforce its role within the community. Recently, the retailer worked with agency VCCP to launch a new brand platform, celebrating its membership scheme. This campaign also emphasises Co-op’s commitment to people and community, with a poignant voiceover stating: “If you were inventing a business today, you’d do right by people… all people.”
As Co-op continues to grow its retail media capabilities, extending its partnership with Dentsu-owned Carat, it remains grounded in its core mission: to support communities and make a positive social impact. With Co-op Live set to become a central fixture in the city’s entertainment scene, the retailer is proving that it’s more than just a shop – it’s part of the Manchester story, now and for the future.
Dr Clarke’s “Proper Sound” poem can be heard on YouTube, and it promises to be a fitting tribute to the city that shaped both the Co-op and its people.
