Co-op launches one of its biggest ever brand campaigns
The Co-op Group is launching one of its biggest ever campaigns as it looks to encourage the UK to become a “nation of co-operators”.
The ‘Owned by You. Right By You’ campaign aims to highlight the financial and social benefits of a cooperative business model.
The launch comes as a survey by the Co-op found that over 50% of consumers admitted to not understanding what it means when a business is a co-operative or a mutual. Furthermore, 42% said they did not understand what constitutes a co-operative, or how being part of one could benefit either themselves or their community.
However, survey participants stated that quality products, community support, and ethical practices were most important when choosing a local business, all of which are key elements of a co-operative.
The new campaign will run until 21 August after launching this evening with an advert during Coronation Street on ITV1 and STV. The Co-op will be teasing the advert with the ITV logo turning black and white to look like a receipt, mirroring Co-op’s ‘Receipt World’ creative.
Kenyatte Nelson, chief customer and membership officer at Co-op, said: “Now is the time to champion the co-operative model and demonstrate how it provides a solution to many of the challenges we face today. That’s why we are on a mission to re-introduce Co-op’s core values and principles to the UK.
“Through our latest campaign, we hope to remind our customers that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need and, the opportunity to create better societal outcomes in the communities where you live.”
