The Co-operative launches £1.4m national press campaign
The Co-operative, arguably the most diverse brand in the UK, is launching a £1.4m national press campaign to demonstrate the links between its family of businesses and the co-operative way in which they operate.
The Co-operative, which has interests in Food, Pharmacy, Banking, Insurance, Funerals, Travel, Legal Services and Farming, will employ a series of treatments using the sign off line “The Co-operative good for everyone.”
The Co-operative is currently in the midst of the largest re-branding exercise in UK corporate history and the campaign is designed to demonstrate how its various businesses are related.
The campaign was developed by McCann Erickson, London. The first three executions highlight The Co-operative’s different approach to business and the fact that it is owned by its 2.5 million members. The campaign, which begins week commencing 16 June, will include national dailies and weekend supplements, a mixture of full pages and 25 x 4’s
Director of Marketing Patrick Allen said: ”We have the largest retail network of any corporate organisation in the UK, and so it is important that consumers understand that we are one family of businesses.
“The Co-operative is frequently cited in independent consumer research as one of Britain’s most trusted and ethical brands so we must ensure that wherever someone sees The Co-operative they know they can expect the same intrinsic values that set us apart from our competitors.”
When the re-branding exercise is complete in 2010 all The Co-operative’s family of businesses, which includes, 2,250 food stores, 350 travel, 800 pharmacies, 400 funeral branches and 90 bank outlets as well as all its own brand products and packaging will have been transformed.
Notes to editors
According to a survey by GfkNOP The Co-operative has been rated the UK’s most ethical brand for the second year running and was the only UK business to win a prestigious European Business Award for its work on Climate change.
Other recent awards include:
Britain’s Greenest Grocer (The Times)
–Those polled were asked to rank the main supermarket chains on a scale of one to five. The Co-operative came out top with a score of 3.49 ahead of Marks and Spencer (3.29). (April 2008)
Queen’s Award for Enterprise: Sustainable Development category
–The Award recognises the Group’s achievements in embedding sustainability across its operations. Outside of The Co-operative, no major food retailer or financial services organisation has ever received across operations. (June 2007)
Retail Week Awards: Corporate Social Responsibility Award
–The Co-operative beat M&S and Tesco to win the award. (February 2008)