Coca-Cola has unveiled 'Local Royalty', a new portrait series recognising the contribution independent businesses make to their local communities. The portraits, painted by artists who have previously produced official portraits of members of the Royal Family, will go on public display at the Saatchi Gallery in London.
The series is the latest instalment of Coca-Cola GB's campaign celebrating its local roots and the people and families who 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' moves into the physical world of formal portraiture.
Four business owners featured
The portraits depict four independent business owners from retail and hospitality, each with their own story of supporting the communities they serve. One of the four is Kaual Patel, owner of Torridon Convenience Store in Catford, South East London, who took over the family business from his father in 2000. Alongside serving the local community for more than two decades, Patel champions independent producers from the surrounding area by giving them space on his shelves. He has been painted by Nick Bashall, portrait painter to Princess Anne.
Each business owner will also receive a donation for a local charity of their choice and the finished portrait, which they can display in their home or business and pass down through their family for generations.
Research highlights community value
The portraits come as new research from Coca-Cola Great Britain reveals that almost nine in ten (87%) Brits consider independent businesses an essential part of life in Great Britain, while 79% believe their local community would be worse off without them. Almost half (49%) of consumers say they would struggle to live without their local corner shop.
Despite this, 79% believe the contribution independent business owners make to their communities is underappreciated, while 80% would like to see them celebrated more often.
An Vermeulen, vice president and general manager at Coca-Cola Europacific Partners GB, said: "One of the things I've learned spending time with our customers across Great Britain 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," Vermeulen added.
"We've worked alongside independent customers for generations, and with 97% of the products we sell in Great Britan produced here, we're deeply invested in the success of local communities and customers, so I love that Local Royalty puts the spotlight on the brilliant people behind these businesses."
Patel and artist respond
Kaual Patel said: "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."
"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."
Nick Bashall, portrait painter to HRH The Princess Royal Anne, said: "Coca-Cola is celebrating independent businesses, and Kaual Patel, as the owner of a convenience store, is a wonderful example."
"The whole experience unfolded in the store, as I stood at my easel and painted Kaual and the entire background on the spot, with people milling around us. It was great fun watching his customers' faces as they came in, clearly wondering what was going on, but also intrigued by it all."
The integrated campaign has been activated across editorial, social and owned media. The exhibition is free to attend and open to the public from 28 October to 1 November. Alongside the finished works, visitors will see exclusive behind-the-scenes content from the sittings, revealing the encounters between artists and owners and the process of translating each sitter's character, history and connection to their community into a formal portrait.
