The Co-operative is launching a £1.4m press campaign to raise awareness of diverse businesses in its group and the co-operative way in which they operate.
The first of three executions, which have been created by McCann Erickson, aim to highlight The Co-operative’s “fair” approach to business and that it is owned by its 2.5 million members. It has the strapline; “The Co-operative good for everyone” and it will run in the national dailies and weekend supplements.
Co-operative marketing director, Patrick Allen, says: “We have the largest retail network of any corporate organisation in the UK, and it is important that consumers understand that we are one family of businesses.”
The campaign aims to support the major rebranding exercise of the group, which covers food, pharmacies, banking services and farming, that aims to bring its interests together under one brand by 2010. It will also show how the business is related.