Coca-Cola has just unveiled Local Royalty, a new portrait series which recognises the “contribution independent businesses make in their local communities,” it said.
The portraits have been painted by a selection of Britain’s finest portrait artists, each of which has previously painted an official portrait of a member of the Royal Family.
The new work will go on display to the public at the prestigious Saatchi Gallery in London.
Latest instalment
Local Royalty is the latest instalment of Coca-Cola GB’s campaign celebrating its local roots and the people and families that make and serve its drinks every day.
Following The Bosses last year, a documentary and photography series, and Counter Cultures earlier this year, Local Royalty shifts into the physical world of formal portraiture.
The portraits depict four independent business owners from across hospitality and retail each with their own story of supporting the communities they serve. The list includes Kaual Patel, who took over the family business from his father in 2000.
The portraits come as new research from Coca-Cola Great Britain reveals 87% of Brits consider independent businesses an essential part of life in Great Britain, while 79% believe their local community would be worse off without them.
Community service
An Vermeulen, vice president and general manager at CCEP GB, said: “One of the things I’ve learned spending time with our customers is just how important independent businesses are to the communities they serve. They are so much more than a place to do the shopping, buy a drink, grab something to eat or meet friends. They create jobs, bring people together and often sit at the heart of local life.
“I love that Local Royalty puts the spotlight on the brilliant people behind these businesses. These portraits are a wonderful way to celebrate their energy, passion and entrepreneurial spirit, and to recognise everything they do, every day, to grow their businesses, serve local people and strengthen their communities.”
Beyond the imagination
Kaual, owner of Torridon Convenience Store in Catford, South East London, added: “When my dad bought our shop back in 1984, I don’t think either of us could have imagined that one day I’d be having my portrait painted and displayed in the Saatchi Gallery!
”It’s an incredible way to celebrate everything that goes into running a local business, and I’m really proud to be part of it.
“The relationships we’ve built with our customers have always been at the heart of what we do.”
“A lot has changed over the years, but the relationships we’ve built with our customers have always been at the heart of what we do. We’re part of their everyday lives, just as they’re part of ours. To have that recognised in such a special way is something I’ll always remember, and I’m looking forward to having the portrait back in the shop for everyone to see.”
The integrated campaign has been activated across editorial, social and owned media. The exhibition is free to attend and open to the public from today until 1 November.
No comments yet