Watch: Co-op launches biggest brand campaign in 8 years to highlight ‘unique values’
The Co-op has launched one of its biggest campaigns to date which looks to encourage the UK into “a nation of co-operators”.
The ‘Owned by You. Right By You’ campaign highlights the financial and social benefits of a cooperative business model, and comes as a new survey found that over 50% of consumers don’t understand what it means when a business is a co-operative or a mutual.
Despite this, quality products, community support and ethical practices were found to be the most important factors for 82%, 71%, and 65%, respectively of consumers when choosing a local business – all of which are key elements of a co-operative.
Co-op currently has just over five million members who own the business, can have a say in how it is run alongside how it spends its profits, and who benefit financially every time they shop through member only pricing and exclusive offers.
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The new campaign will run from today (17 July) until 21 August, with the advert airing tonight during Coronation Street on ITV1 and STV.
In an ITV first, the grocer will tease the advert with the ITV logo turning black and white to look like a receipt, mirroring the retailer’s ‘Receipt World’ creative.
Co-op chief customer and membership officer Kenyatte Nelson said: “This new research shows there’s a real appetite for a different way of doing business in the UK – one that is fairer, more ethical and puts power in the hands of communities.
“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.”
