- Coca-Cola’s new Counter Cultures campaign features the local, family-run hospitality businesses and CCEP colleagues that help bring Coca-Cola to communities across Great Britain
- New Coca-Cola research supporting the campaign reveals more than half (52%) of Gen Z would consider following in the footsteps of a family member by joining a family business or learning a family trade
- The findings reveal growing support for vocational careers, with local businesses well placed to attract the next generation of talent
Coca-Cola Great Britain has unveiled its new ‘Counter Cultures’ campaign, which celebrates the generations of families behind the pubs, cafés, takeaways, manufacturing sites and local businesses that help make, distribute and serve Coca-Cola every day.
Building on last year’s ‘Bosses campaign’, which recognised the role of independent convenience retailers, ‘Counter Cultures’ shines a spotlight on the local businesses that continue to create jobs, develop skills and support communities across Great Britain.
The stories of each business involved in the campaign, which will launch on social media channels, and large scale murals in Leeds, Birmingham, Wakefield and Manchester, speak to generations of families who have helped make, distribute and serve Coca-Cola, while also being at the heart of their local communities.
At the centre of the campaign is a hero film, connecting Coca-Cola’s Wakefield manufacturing site with local businesses, tracing the journey from production to the community counters where Coca-Cola products are served.
New research from Coca-Cola Great Britain to support the launch of ‘Counter Cultures’ shows that Britain’s family businesses could be well placed to attract the next generation of talent.
The research found growing support for vocational careers among both younger and older generations. Seven in ten (70%) adults now say they would encourage younger family members to pursue a vocational career, while almost half (47%) of millennials say they would choose that route if they were starting their careers again.
Among Gen Z, the trend is already taking shape. Nearly three in five (58%) are considering vocational career opportunities, while more than half (52%) would consider following in the footsteps of a family member by joining a family business or learning a trade that runs in their family.
The findings highlight a growing opportunity for independent retailers many of whom have traditionally provided practical career pathways and passed skills from one generation to the next.
And they reflect growing interest in vocational careers among younger people, highlighting the important role retailers continue to play in developing place-based skills and creating long-term career opportunities.
Half of adults (50%) believe giving more young people the choice to stay in, or return to, the communities they grew up in would have a positive impact on both local communities and local economies.
Celebrating the businesses at the heart of local communities
One business featured in the campaign is Ocean Fish Bar in Monk Bretton, a family-run business owned by Pindy Kaur and Bill Singh. Open for more than 25 years, the business has grown around family tradition, with the next generation continuing to support the business behind the scenes, reflecting the growing interest among younger people in following family career paths.
Pindy Kaur, co-owner of Ocean Fish Bar, said: “Ocean Fish Bar has always been a family business. We opened in Barnsley more than 25 years ago after following in my brother-in-law’s footsteps, and our children grew up around the shop too – they still support us behind the scenes today. Over the years, our customers have become part of our story. People come in for their usual order, stay for a chat and know they’ll see a familiar, friendly face. That’s what makes a local business so special.”
Across Great Britain, the Coca-Cola system supports more than 31,000 jobs and works with thousands of independent retailers, hospitality businesses and wholesalers. Producing 97% of the diverse portfolio of Coca-Cola drinks sold in Great Britain, Coca-Cola Europacific Partners (CCEP) supports customers across the country through a dedicated team of 750 field sales representatives, while also investing in future talent through more than 100 apprenticeships, including 65 early-career roles.
An Vermeulen, Vice President and General Manager at Coca-Cola Europacific Partners GB, said: “Strong local communities are the beating heart of Great Britain, and as a company that employs thousands of people who make and deliver our products to customers across the country every day, we’re proud to be a part of that.
“Working with customers in every corner of the country gives us a close connection to the local retailers, pubs, cafés and other independent businesses where, for generations, people have taken their first steps into the world of work, building skills, confidence and careers and our research brings to life just how important these kind of businesses are.
“That’s why we’ve created Counter Cultures, to celebrate businesses and families like Pindy and Bill Singh at Ocean Fish Bar recognising the vital role they continue to play in creating jobs, strengthening local communities and supporting Britain’s high streets. Like us, these are businesses that are rooted in their local communities, and together we have a unique opportunity to inspire young people, develop future skills and create careers that span generations.”
As part of the initiative, each business involved will receive a five-figure sum to support a local initiative or cause of their choosing, reinforcing Coca-Cola’s commitment to supporting the local causes it serves.
To find out more and to see the video, please visit: https://www.youtube.com/watch?v=38DDxdqbuWc
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