The dual-branded campaign breaks today (4 January) with a national television ad.
The campaign aims to communicate how The Co-op’s acquisition of the Somerfield supermarket chain has enabled the group to offer its best value deals, and highlighting that the same deals are available across The Co-operative and Somerfield estate.
Two female members of staff have been chosen to front the campaign and star in the ads.
Co-operative store supervisor Madeleine Bowers and Somerfield checkout operator Tomieka Shiell had previously been chosen to front internal communications. Their role was extended to include the New Year campaign after research found that customers also connected with the two employees.
They will feature in all tactical deal and meal TV advertising from January onwards.
Debbie Robinson, director of food retail marketing at The Co-operative Group, says: “We wanted a visual way to represent the two businesses coming together on TV, in order to widely communicate the acquisition of Somerfield and to ensure that customers and potential customers understand the benefits of this happening in terms of scale and value. We decided to combine the two messages for maximum impact.
The Co-op acquired Somerfield in a £1.6bn deal in March and has since been phasing Co-operative branded products into Somerfield stores.
The retail group says the ranges will be brought together by October.
The Co-op is in the process of rebranding Somerfield stores under the Co-operative banner, which it says will be complete by 2011.
The ad was creatd by TBWA Manchester. The Co-op is in the process of reviewing its agencies.