The four key business areas will be promoted via national TV and radio umbrella campaigns from October to complement ongoing price and product promotions.
The move will feature a second wave of the Co-op’s £70m brand awareness campaign with updated creative imagery, yet to be revealed.
The campaign began in January with a £10m two-minute TV ad featuring Bob Dylan’s Blowin’ In The Wind, the artist’s first track to be ad-licensed. The Co-op is planning a re-run of the Dylan ad over a two-week period in July after it recorded higher than average message responses.
More than 80% of people agreed the TV ad communicated that the Co-op “supports community projects and good causes” in research conducted on behalf of the company.
Meanwhile, 71% of people surveyed believed the ad successfully communicated that the Co-operative “is more than just a convenience store”, while 62% said it got across the message that it is “leading the way in responsible retailing and ethical policies”.
“These figures are staggeringly successful for a brand campaign, with average percentages on messages usually hitting around the 40% mark,” Co-op director of marketing Patrick Allen told Marketing Week.
He added that the Co-op electricals website saw a 13% uplift in sales and early figures coming through from other areas of the business were suggesting a sales uplift “over and above normal like-for-like growth”.