The campaign was the first to use a song licensed for advertising from Bob Dylan’s back catalogue.
The retailer recently revealed the £10m TV campaign, created by incumbent McCann Erickson, delivered higher than average awareness of key messages. An agency source said that the relationship “had now come to a natural end.”
The Co-Op recently re-ran the ad over a further two week period to consolidate the gains, according to marketing director Patrick Allen.
The business is believed to be worth an estimated £15 million once the spend on the branding campaign has been stripped out. The co-operative¹s director of marketing, Patrick Allen and Debbie Robinson, director of food retail marketing, have drawn up a list of potential agencies.
The review is launching ahead of broadcast advertising activity to promote the Co-op’s core food, pharmacy, banking and travel businesses as the next stage in the branding exercise, which has a £70m budget overall this year. Co-op Food has been using TBWA Manchester for recent tactical campaign work.
The retailer plans to promote the four key business areas with national TV and radio umbrella campaigns from October to complement ongoing price and product promotions.