The Co-op Group has extended its media contract with global media and marketing agency Dentsu for an additional two years.

Dentsu, which has been supporting the convenience retailer’s food, funeral care and insurance businesses since 2018, has, in conjunction with its media agency Carat, helped to deliver a number of campaigns.

In July, the retailer launched one of its biggest campaigns to date ‘Owned by You. Right By You’, which looked to encourage the UK to become “a nation of co-operators” and highlighted the financial and social benefits of a cooperative business model.

Dentsu has recently partnered with the newly established Co-op Media Network.

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The initiative allows brands to tap into UK’s first convenience retail media network, and by leveraging Dentsu’s expertise in customer experience and data, the partnership provides secure access to Co-op member and customer data, offering insights into shopping behaviours.

Co-op chief membership and customer officer Kenyatte Nelson said: “We are excited to continue our partnership with Dentsu, to help us achieve our vision of ‘cooperating to build more value for our member-owners every day’.

“Their innovative approach, top talent and dedication to excellence have been instrumental in growing our successful relationship with them. We are looking forward to building on this strong foundation and shared values, to explore together new ways to connect with our audiences and drive positive change.”

Carat UK chief client officer Matthew Landeman added: “In the Co-operative Group, we know we have a partner who not only shares our values but also our commitment to excellence and industry leadership.

“Together, we are looking forwards to driving innovation, transformational change, and creating meaningful connections with current and new member-owners.”