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The Co-operative Funeral Planning


The Co-operative wanted to grow the sales of their Funeral Plans directly to customers.

The difficulties? A service nobody wants to talk about, and a high-cost purchase.

We needed a different approach. Everyone was talking about 'death' but customers didn't want to hear that.

The approach?  Create a new product proposition - Wills and Funeral Planning - and a new creative proposition. No gravestones in sight.

The results? Funeral Plan sales +10% above year end target.