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.