Co-op mulls new strapline

The Co-operative Group is trialling a new strapline for its food business that could potentially replace the long-running “Good with Food” line it currently uses.

The Co-op

The line “You and Us. The Co-operative” is being used at a number of stores as part of a new format store pilot designed to tailor each store’s range and promotional activity to the local customer demographic.

Previously, The Co-op has applied the same ranges and promotions to all its convenience stores regardless of customer base of location.

If successful, the new format trial could see The Co-op roll out a segmented model to its 2,800 strong convenience store network and roll out the strapline.

The Co-op has recently appointed Leo Burnetts to handle its advertising account across the Group and is developing a new advertising strategy.

A Co-operative spokesperson would not be drawn on the long term plan for the strapline beyond the new format store trial.

He said: “This strapline is being used exclusively to promote a small number of food stores where we are trialling new formats to better meet our customers’ needs and improve their overall shopping experience.”

The Co-op’s food business reported a 2.1 per cent fall in like for like sales down 2.1% year on year and a fall in profit to £309m down from £389m the year before.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here