While the Co-op has said that there are no immediate plans to introduce the strapline, a spokesperson says it is being considered.
A spokesperson for the Group says: “We take the view that it is prudent to register all possible advertising straplines regardless of whether they are used or not. No specific use has been decided at the present time for “The Co-operative Here For You For Life”.
The slogan: “You and Us. The Co-operative” was also recently registered by the Group and is being trialled at a number of small, new format retail stores.
Current group strapline “Good for Everyone” was introduced in 2009 as part of a £10m brand campaign that used Bob Dylan’s Blowin’ in the Wind.
The Co-op appointed Leo Burnett in July to handle its group-wide advertising account and is in the process of developing a new advertising strategy. It is not clear when the first new work from the agency will be unveiled.
Gill Barr, The Co-op’s group marketing director, told Marketing Week earlier this year that the group plans to introduce more “purposeful and energetic” marketing to modernise perceptions. It also hopes to raise awareness of its businesses beyond its retail division.