The power in partnerships
Co-op, Coca-Cola Europacific Partners (CCEP) and Special Olympics Great Britain (SOGB) have joined forces to launch Meals That Matter, a campaign that champions inclusion and raises funds for SOGB.
Walk into one of 350 participating Co-op stores this summer, and you’ll notice something a little different. Posters, digital screens and shelf branding featuring Special Olympics GB (SOGB) athletes. Messaging that promotes inclusion. And Makaton signs integrated into in-store displays to support accessible communication.
This is Meals That Matter – a campaign developed through a new co-creation partnership between Co-op, SOGB and Coca-Cola Europacific Partners (CCEP). It aims to raise awareness of inclusive sport, generate funds to support community clubs, and ensure more people across the UK know about the opportunities available to individuals with intellectual disabilities, right in their local areas.
Inclusion through visibility and action
The campaign invites shoppers to purchase a limited edition meal, either online or in one of Co-op’s 2,300 stores, with CCEP donating 25p (and up to £100,000 overall) for each meal deal sold. With campaign marketing materials live in over 350 stores across the UK, the campaign is designed to meet people where they are – in everyday spaces – and highlight the power of inclusion to change lives, both on and off the field of sport.
Customers who take part in the promotion are helping fund SOGB’s year-round grassroots programme, which supports more than 12,600 athletes across 27 sports each year. At the same time, the campaign plays an important role in increasing visibility and helping challenge outdated perceptions of intellectual disability.
The inclusion of Makaton – a language programme using signs and symbols to support communication – marks a first for UK retail. It reflects a commitment to making the campaign experience accessible and to embedding inclusive design in practical, everyday ways.
A long-standing commitment to Special Olympics
Coca-Cola has been a founding partner and global sponsor of Special Olympics since the movement began. That support was extended to Special Olympics GB in 1978 and continues through a long-standing partnership with CCEP.
Over the years, this has included funding, campaign support, Unified Sports events and Unified Business skills programmes – all of which aim to increase participation, improve confidence and promote inclusion through sport and workplace engagement.
Our work with SOGB is strengthened by the enthusiasm of colleagues across our business, many of whom volunteer their time and expertise to support local clubs and events. And with the same spirit, we’d love to see Great Britain play host to future Special Olympics World Summer Games – a celebration of inclusion on the global stage, right here at home.
Flying the flag for inclusion in sport and beyond
At the heart of the Meals That Matter campaign are five Special Olympics GB athlete ambassadors – Alex, Katie, Lloyd, Steph and Bleddyn – who feature prominently in the campaign’s communications. By sharing their stories across film, social media and in-store channels, they are helping to bring the campaign message to life for thousands of people.
Their visibility is a powerful reminder of what’s possible when people are given the chance to participate and contribute fully in their communities.
One ambassador in particular, Alex Rae, brings that message into sharp focus.
Alex is a SOGB table tennis medallist and a longstanding employee at Co-op’s Rosehill Drive store in Aberdeen. For nearly 25 years, he has been a valued part of the Co-op team – known and respected by colleagues and customers alike.
His story highlights the importance of creating inclusive environments not only in sport but in the workplace. Through the support of his local Special Olympics club and the opportunity to contribute meaningfully at work, Alex has developed confidence, independence and pride in what he does.
In his own words, both SOGB and Co-op have given him the chance to be himself, to grow, and to feel seen. His presence in the campaign – both in-store and on film – sends a powerful message about the value of inclusion in everyday settings.
Alex’s journey is a clear example of what the campaign strapline means in practice: “Everyone wins when you choose to include.” Because when workplaces and communities are open, supportive and accessible, individuals flourish – and the wider organisation benefits from their contributions, insights and perspective.
At CCEP, we share this philosophy. Earlier this year, we hosted the Secretary of State as part of Charlie Mayfield’s Keep Britain Working Review, to explore the challenges people with barriers to employment face – and the support that helps them succeed. We’re keen to encourage these important conversations, both within our business and across our partnerships.
We know there’s more to do as part of this journey, but stories like Alex’s inspire and motivate us to continue making progress.
Inclusion is not simply a principle; it’s a practice. And Alex’s story helps show what it looks like when that practice is embedded over time, with consistency and care.
The role of business in community partnerships
Meals That Matter demonstrates what is possible when retailers, brands and charities work together with a clear social objective.
The campaign was developed through cross-functional collaboration involving marketing, operations, partnerships and community engagement. It’s a practical example of how purpose-led campaigns can deliver meaningful local impact – not through media spend alone, but through collaboration, inclusion and shared ownership.
If we want inclusion to be part of everyday life, we have to build it into the fabric of everyday experiences – and listen to the people who know what inclusion really looks like.
Meals That Matter is one step in that direction, and we hope it helps many more people across the UK discover – or rediscover – the power of inclusive sport, workplaces and communities.
