Challenge
The Co-operative agreed to sponsor The British Music Experience – a permanent exhibition London’s O2 Bubble, featuring a retrospective look at the British music industry since 1944.

Provocative Thought
A seemingly odd matchup? Not when we considered that the heroes of British pop and The Co-operative had something important in common – they were both British icons deeply woven into the nations’ cultural fabric.

Solution
How to find the connection? We knew we’d made it when we realised that David Bowie must have popped into The Co-op for a pint of milk at some point. How would JLS get their gel; what would Keith Flint want to buy and how does Robbie Williams get around the aisles? The rest is rock-n-roll history…

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