The strapline “Here for you for life” will replace the “Good with Food” line used by its food business, as tipped by Marketing Week earlier this year. It will also roll out across the group’s family of businesses including Funeralcare and Banking next year.
Gill Barr, The Co-op group CMO, told Marketing Week that the strapline reflects a change in mindset and is part of its ongoing strategic shift to better communicate what The Co-operative stands for.
She says: “We are a family of businesses so one of the objectives of our advertising is to make the links between the businesses more clear. It shows a different mindset and one that is relevant. If you’re not relevant, a different mindset is useless.”
“The key point is that people know we are good for everyone, but what they want to know is if we are good for them, particularly at Christmas when it matters most. The challenges we are dealing with in terms of economic pressure are as strong this year as they have ever been.”
TV activity includes 27 different creative executions designed to communicate The Co-op’s breadth of range through a variety of family situations.
The Co-op says it wanted to go beyond simple product messaging and demonstrate the role The Co-op plays at Christmas.
The ad breaks today (1 November) and will be supported by a national print campaign. The Christmas campaign is the first major work from advertising agency Leo Burnett, which was appointed in May.