Coca-Cola Great Britain has launched a new campaign celebrating the family businesses that make, distribute and sell its products, alongside research suggesting younger generations are increasingly open to following vocational careers and joining family-run firms.
The 'Counter Cultures' campaign shines a spotlight on the pubs, cafés, takeaways, manufacturing sites and local businesses that have supported the Coca-Cola system across Great Britain for generations. It builds on last year's 'Bosses' campaign, which recognised the contribution of independent convenience retailers.
The campaign will run across social media and through large-scale murals in Leeds, Birmingham, Wakefield and Manchester, alongside a hero film tracing the journey of Coca-Cola products from the company's Wakefield manufacturing site to local businesses serving communities across the country.
Supporting the launch, Coca-Cola commissioned research indicating a growing appetite for vocational careers and family businesses among younger people.
The survey found that seven in 10 (70 per cent) adults would encourage younger family members to pursue a vocational career, while almost half (47 per cent) of millennials said they would choose that route if starting their careers again.
Among Gen Z respondents, 58 per cent said they were considering vocational careers, while more than half (52 per cent) would consider joining a family business or learning a trade that runs in their family.
The findings highlight the role independent retailers can play in developing practical skills and providing long-term career opportunities, with many family-run stores already passing knowledge and businesses from one generation to the next.
The research also found that half (50 per cent) of adults believe giving more young people the opportunity to remain in, or return to, the communities where they grew up would have a positive impact on local communities and economies.
One of the businesses featured in the campaign is Ocean Fish Bar in Monk Bretton, Barnsley, which has been run by Pindy Kaur and Bill Singh's family for more than 25 years.
Pindy Kaur, co-owner of Ocean Fish Bar, said: “Ocean Fish Bar has always been a family business. We opened in Barnsley more than 25 years ago after following in my brother-in-law's footsteps, and our children grew up around the shop too – they still support us behind the scenes today.
“Over the years, our customers have become part of our story. People come in for their usual order, stay for a chat and know they'll see a familiar, friendly face. That's what makes a local business so special.”
Across Great Britain, the Coca-Cola system supports more than 31,000 jobs and works with thousands of independent retailers, hospitality businesses and wholesalers. Coca-Cola Europacific Partners produces 97 per cent of the Coca-Cola drinks sold in Great Britain and supports customers through a team of 750 field sales representatives, while also investing in more than 100 apprenticeships, including 65 early-career roles.
An Vermeulen, vice president and general manager at Coca-Cola Europacific Partners GB, said: “Strong local communities are the beating heart of Great Britain, and as a company that employs thousands of people who make and deliver our products to customers across the country every day, we're proud to be a part of that.
“Working with customers in every corner of the country gives us a close connection to the local retailers, pubs, cafés and other independent businesses where, for generations, people have taken their first steps into the world of work, building skills, confidence and careers.
“That's why we've created Counter Cultures, to celebrate businesses and families like Pindy and Bill Singh at Ocean Fish Bar, recognising the vital role they continue to play in creating jobs, strengthening local communities and supporting Britain's high streets.”
As part of the initiative, each business featured in the campaign will receive a five-figure sum to support a local community initiative or cause of its choice.