The campaign championed inclusion and raising funds to support Special Olympics Great Britain’s (SOGB) life-changing sports programmes for people with intellectual disabilities.
The initiative (which ran between 9 July to 5 August) invited customers to support Special Olympics GB through a meal deal, with 25p from every sale donated to help fund Special Olympics GB’s (SOGB) year-round sporting opportunities.
The campaign materials in-store used Makaton, a unique communication programme that uses symbols (pictures), signs (gestures) and speech, providing a visual representation of language which increases understanding and makes expressive communication easier.
Food Manufacture hears from Holly Firmin, senior community partnerships manager at CCEP to find out more about the partnership and campaign.
Q: What inspired this idea?
A: Meals That Matter was born from a shared belief that inclusion should be part of everyday life, not something reserved for special moments or one-off events. We wanted to make inclusion visible in places where people naturally spend time: on the high street, in their communities, during their weekly shop.
The campaign brought together CCEP, Co-op, SOGB, and language programme Makaton to raise awareness, visibility and funds to support inclusive grassroots sport.
The funds raised help support Special Olympics GB’s year-round sports programmes, which reach over 12,600 athletes across 27 sports – all grounded in a shared commitment to everyday inclusion.
This commitment has shaped CCEP’s support for SOGB since 1978, supporting funding, campaigns, Unified Sports events, and Unified Business skills programmes that help people with intellectual disabilities build skills, confidence, and connection through sport and within the workplace.
But Meals That Matter was never just about fundraising. It aimed to challenge perceptions, champion inclusion and show how brands and retailers can make a real difference when they work in partnership.
Q: How did the partnership come about and why was collaboration such an important part of the project?
A: This was a partnership grounded in longstanding relationships and a shared commitment to community. CCEP has worked with both Co-op and SOGB for many years, and we knew there was a real opportunity to bring us all together with a clear social purpose.
Earlier this year, Co-op invited us to develop a campaign that aligned with their focus on community and social value – something that could deliver commercially while also making a meaningful difference to the people and places they serve. That brief helped spark the idea behind Meals That Matter.
It became clear very quickly that SOGB was the ideal partner to build around. Not only have they been part of CCEP’s wider inclusion work for decades, but their mission to create inclusive opportunities through grassroots sport in clubs, neighbourhoods and schools across the UK closely aligns with Co-op’s focus on supporting people and places at a local level.
This collaboration made it possible to develop a campaign that feels truly integrated. It exists in-store, online and out in the community, all underpinned by real voices, real people and a powerful shared message: everyone wins when you choose to include.
Q: Why was it important to put athlete ambassadors at the centre of this campaign?
A: From the beginning, we knew that authentic representation was paramount. The most powerful way to communicate the message of inclusion was through the voices of people living it every day.
Our five athlete ambassadors – Alex, Katie, Lloyd, Steph and Bleddyn – were not just featured in the campaign, they shaped it. They visited stores, featured in campaign films, met colleagues and customers, and helped us bring the campaign to life in a way that was real and relatable.
Take Alex, for example. He’s a medal-winning SOGB table tennis player and has worked at his local Co-op in Aberdeen for nearly 25 years. He’s respected by colleagues and loved by customers. His story shows what inclusion really looks like in practice, whether in sport or in the workplace.
As Alex put it: “Meals That Matter helps athletes with intellectual disabilities get into sport and also develop their skills on a day-to-day basis. Special Olympics has changed the lives of every athlete in an amazing way. It gives us the confidence to go out and express ourselves.”
Q: How does Meals That Matter help drive inclusion beyond the shelf?
A: Inclusion was built into every element of the campaign.
We used Makaton signs - a language programme using signs and symbols – across campaign materials in-store, which was a first for UK retail. That small but powerful choice meant more people could engage with the campaign in a way that felt accessible and inclusive.
We also hosted a Unified Sport event in Manchester with SOGB and Co-op in the middle of the campaign. It brought people with and without intellectual disabilities together to play side-by-side, showing how sport can break down barriers and build connection. This was inclusion in action.
By showing people with intellectual disabilities in everyday spaces – in stores, on socials and in person – we helped increase visibility and change perceptions. That kind of awareness is a step toward long-term inclusion.
Q: What advice would you give other brands looking to build purposeful campaigns through partnership?
A: Start by listening. Work with communities and partners who already understand the challenges and opportunities. Be led by their experience and insight. Then get ready to co-create.
Meals That Matter worked because we built it together, across teams and organisations. Everyone brought their own strengths, and we kept the campaign focused on real-world outcomes.
If a campaign is rooted in purpose, it will resonate. And if it’s built with the right partners, it will last beyond the campaign window.
If you have a collaboration project you’re proud of, why not enter our upcoming Food Manufacture Excellence Awards? The 2026 awards will open next month!
