Co-op in UK-first festival partnership with Live Nation

The Co-op, the food and grocery retailer, has announced an exclusive partnership with Live Nation to become the first UK food retailer to have a supermarket at four major summer music festivals.

Download, Latitude, and Reading and Leeds festivals will all welcome the convenience retailer into their grounds for the first time. The deal will see Co-op operate a 6,000 square foot shop at each of the four festivals to cater for 200,000 festivalgoers. Each store will stock a range of items, including food, water, beer and wine, toiletries including medicines and, to cover all eventualities, both sun cream and rain ponchos.

Amanda Jennings, director of marketing communications at The Co-op, commented: “This industry-first deal puts Co-op at the heart of festival communities this summer. It shows our ambition to reach out to new and younger customers, providing essential and quality products. Co-op is all about being close to the customer and it doesn’t get much closer than being right outside your tent.”

Melvin Benn, managing director of Festival Republic, added: “We want festival-goers to have the best possible experience while at our events and are always looking for partnerships that enhance this. Having an environmentally-conscious food retailer like Co-op onsite will give fans easy access to all the products they need while at our festival campsites, while reinforcing our green principles. We look forward to working closely with Co-op throughout the summer.”

The festival stores will stock more than two hundred essential products and will be re-stocked each day. The stores will open from 7am until 1am, be fully staffed and have a high number of till points. The retailer will be located in the campsite area of each festival and Co-op will support the partnership with a comprehensive digital and social media campaign, alongside PR and experiential activities.