A new nationwide campaign, The Bosses, celebrates the people behind Britain’s corner shops with striking portraits and intimate documentary films, as Coca-Cola toasts its 125th anniversary in Great Britain.

Coca-Cola is marking 125 years in Great Britain with a campaign that shines a spotlight on corner shop owners, who keep communities ticking and are arguably some of the country’s most overlooked cultural figures.

Titled The Bosses, the campaign brings together a series of portraits by photographer Serena Brown and six short documentary films directed by Ross Bolidai of Earthling Films. Together, they tell the stories of six independent retailers across Britain, blending everyday familiarity with moments of resilience, grief, heritage, and joy.

The project was developed by MHP Group (MHP, Mischief and La Plage) in partnership with Coca-Cola Great Britain. Out-of-home and digital advertising will carry Brown’s imagery in each store owner’s community, while Bolidai’s films will run on Coca-Cola’s YouTube channel and across social platforms.

At its core, the campaign is a love letter to the local “Bosses” who run the shops many of us visit daily without a second thought. The six featured retailers are Sunita Aggarwal of Spar Wigston, Bobby Singh of BB Superstore & Post Office in Pontefract, Keith Tomes of Costcutter in Swanage, Sophie Williams of Premier Broadway in Edinburgh, Kaual Patel of Nisa Local in Catford, and Bay Bashir of Go Local Extra in Middlesbrough. Each represents a different corner of Britain, highlighting the breadth of experiences and community roles that independent shop owners continue to play across the country.

They have also been able to nominate a local cause to receive a five-figure donation from Coca-Cola, tying the brand’s anniversary to community investment.

Brown’s portrait series pushes against the clichés of shopkeeper photography. Known for her work exploring working-class identities, the Gen Z photographer has presented the six Bosses in a striking, high-fashion style, set against the backdrop of their corner shops. The result is a gallery of images that feel both celebratory and familiar, elevating everyday figures into cultural icons.

Bolidai’s six-part docuseries takes a different approach, peeling back the curtain on the lives behind the counter. The films explore stories of grief and renewal, such as Sunita learning to run her late husband’s business, alongside tales of legacy and continuity, like the Tomes family’s century-old shop. Moments of humour and warmth also run throughout, reflecting the human quirks that make corner shops such unique spaces.

Rhona Stephen, communications director for Coca-Cola Great Britain, explains the thinking behind the project: “As we celebrate 125 years in GB, we’re shining a light on some of our longest-standing partners – the local corner shop.

“‘The Bosses’ gives us an intimate look at their lives, and from tales of overcoming loss to building a legacy of resilience and community spirit, each story brings a refreshing perspective on the diverse and dynamic nature of Britain’s local shop owners.”

The campaign comes at a moment when local retail is under pressure from supermarkets and online delivery, but continues to play a vital role in community life. By reframing the corner shop as a site of entrepreneurship, care, and cultural memory, Coca-Cola positions its anniversary celebrations as a recognition of everyday resilience.

The Bosses is live across outdoor and digital channels, with the full films available on Coca-Cola’s YouTube channel and short versions rolling out across Meta, YouTube, and LinkedIn.

• Do you even brand?: Branding 101, according to Hugo Morrissey
• Big Hug gets a rebrand from JDO that puts purpose at the heart of craft beer