The Co-operative Promotes Fairbourne Springs Water Online Through Cheeze

The Co-operative, the UK’s largest community food retailer, is supporting its own-label ethical water, Fairbourne Springs, online with an integrated campaign through digital direct marketing agency, Cheeze – a member of Digital Marketing Group plc.

The campaign aims to encourage consumers to consider Fairbourne Springs as their next bottled water purchase, by signing an online Water Pledge to always choose ethical mineral water over standard mineral water when shopping at The Co-operative.

The first of its kind for an own-label water, every time a customer buys a bottle or multi-pack of The Co-operative Fairbourne Springs Mineral Water, the retailer automatically makes a donation to The One Foundation to help fund the installation of PlayPump® water pumping systems, which helps save and change lives by bringing much-needed water to some of the poorest communities in Africa. The innovative system is powered by a roundabout which the village children can play on, whilst pumping clean drinking water into a storage tank for use by the whole community. Since Fairbourne Springs was relaunched as an ethical water last September, The Co-operative has raised £200, 000 for the One Foundation, enough to fund 26 PlayPump® water systems, meaning that The Co-operative’s customers have directly helped to improve the lives of over 60,000 people. The Co-operative hopes the online campaign and Water Pledge will help it to have delivered fresh clean water to 1 million people in Africa by the end of 2009 from sales of the water.

Jayne Lomas, Campaign Manager, Ethical Trading, The Co-operative Food, comments, “Cheeze has created a smart campaign that will help us engage consumers with Fairbourne Springs and our Water Pledge initiative online, showing them how they can help to improve people’s lives in poorer communities by buying an everyday item like water.”

At the heart of the campaign, is a microsite (, containing background information on The Co-operative and the Water Pledge initiative, including a send-to-a-friend function encouraging pledgers to invite their friends to join the initiative.

The microsite will also host a viral game, which takes its inspiration from the
PlayPump® water system. The players’ challenge is to fill as many water bottles as they can in two minutes by moving their mouse in a circular motion to make the roundabout spin round, balancing speed against flow accuracy to avoid wasting water. Throughout game play, the number of bottles successfully filled is highlighted with a key fact about the Water Pledge.

Pledges can also be made free of charge by text by texting ‘Water’ with first name and surname to 82088, and this will be promoted in-store and through sponsored events.Text pledgers will also receive an automated response thanking them for their pledge, with a link to a WAP homepage and the main microsite.

Also on the microsite, a pledge count displays the latest number of pledges to date, and an interactive pledge totaliser map shows the latest pledge totals by region across the UK, pulling in data from both microsite and SMS pledges. A pledge feed will also be available for download. In addition, a Facebook Fan Page, supported by targeted ads, will contain the latest updates on the initiative, the live totaliser feed and direct links to the game and pledge form.

Jamie Riddell, director of innovation at Cheeze comments, ‘The fun viral game will give people a reason to visit the microsite to find out more about Fairbourne Springs, the Water Pledge initiative and make a pledge, as well as encouraging them to get their friends playing and pledging too. With the text element we’ll help further boost pledges and the social network activity will take the campaign to the widest possible audience.’

For further information, please contact:
Kirsty Langan, PR consultant, Cheeze
M: 07779 583 594

Published on: 12:00AM on 28th April 2008