Co-op has launched a new brand campaign to support its membership proposition and the launch of Member Prices.
Launching today (19 July) across TV, print, digital out of home and in Co-op stores, the campaign focuses on the cost-savings of a customer being a Co-op Member.
The ad features a shopper, visually represented as a ‘Proper Donut’, who informs other customers that they can “save a few quid on items, just by being a Co-op Member”.
The character will feature prominently across the entire multi-channel campaign.
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Co-op’s Member Prices were first introduced in April as it claimed the scheme could save shoppers as much as £300 per year.
For every pound spent on own-brand products, Members receive 2p back into their digital wallets, and an additional 2p is given back to local community causes.
Since the launch, the convenience retailer has committed 65% of its annual marketing budget to promote the initiative.
Co-op chief membership and customer officer, Kenyatte Nelson said: “At a time when the cost-of-living crisis is increasingly prevalent, I’m clear that Member Prices are now one of the most tangible reasons to join our Co-op.
“Along with our creative agency, Lucky Generals, we’ve created a disruptive, fun and memorable approach to this campaign designed to grab the attention of consumers, communicating the simple message that Members save more to drive new acquisition.
“Our members own our Co-op and our Co-op is a wonderful thing to own. I’m excited to see how our ‘Proper Donut’, and our Member Prices, are welcomed.”
