Coca-Cola raises a glass to UK family businesses

Coca-Cola Great Britain has launched Counter Cultures, an integrated campaign highlighting family-run pubs, cafés and takeaways across the UK and the role they play in their local communities.

The campaign follows last year’s The Bosses, which focused on independent corner shops, and shifts attention to hospitality businesses where Coca-Cola products are served. It also features the families and employees involved in producing, distributing and serving the drinks.

Coca-Cola campaign focuses on local businesses

Counter Cultures comes alongside research examining where younger workers want to build their careers. The study found that 47 percent of Gen Z respondents are looking to remain in their local communities after education, with proximity to family cited by 44 percent and the cost of living by 27 percent.

At the centre of the campaign is a hero film linking Coca-Cola’s manufacturing site in Wakefield with businesses in surrounding communities. The film follows Coca-Cola employees Lewis Baker and his father, Mark, alongside three family-run businesses: Ocean Fish Bar, operated by Pindy and Bill Singh; The Old Red Lion, owned by David and Lindsey Sargant; and Bennett’s Bites, run by Chantell and James Bennett.

Family-run hospitality businesses take centre stage

The film follows the journey from manufacturing to local businesses, connecting the people involved in producing and serving Coca-Cola with the communities in which they operate.

The participating businesses will also nominate local causes to receive five-figure donations as part of the campaign. The initiative links the featured businesses with community organizations and aims to provide financial support for selected local causes.

Coca-Cola highlights domestic production

Coca-Cola Great Britain says it produces 97 percent of the drinks it sells domestically and supports thousands of jobs through its supply chain.

Counter Cultures extends the company's focus on the people and businesses involved in its local distribution and consumption, highlighting family-run hospitality venues alongside its manufacturing workforce.

www.coca-colacompany.com

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