Co-op is launching a new value campaign to re-affirm its commitment to lower member prices on the items bought most.

The campaign seeks to highlight the investments the convenience retailer has made in reducing prices on over 200 frequently purchased products across its 2,400 stores.

Co-op’s campaign is also introducing a new POS logo to highlight its ‘Always-On members Price’, to demonstrate the long-term commitment it has made to its more than six million active members, to keep prices low.

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Co-op marketing director for food and masterbrand Mel Matson said: “We’re kick-starting the year with an advertising campaign that raises the profile of Co-op’s always low member prices on everyday essentials.

“We want to reaffirm our commitment to keeping prices low on the products that our members buy the most, while also driving new member sign-up from shoppers that may have previously not considered Co-op due to price and value perceptions.”

The campaign builds on the newly established brand platform, ‘Owned By You. Right By You’, which launched in July and highlights the retailer’s membership model as its “unique value”, being owned by its members, the public.

The campaign will run across TV and VOD, out of home, social and point of sale from today (15 January) until 28 February.