Co-op plans ad campaign for group branding initiative

The Co-op is testing a new brand identity across a number of its different businesses in a move aimed at unifying them under one name. The trial will be supported by an advertising campaign.

The move sees more than 40 outlets across food, travel, funeral services and banking brought under the name The Co-operative, with a one-word descriptor of the business concerned alongside. A number of the businesses have also been given a refit to reflect the new design themes.

The Co-op logo and a number of different trading identities have been axed to make way for the new branding as part of the pilot. These include Co-op Welcome, Travelcare, Co-operative Funeralcare and the existing Co-operative Bank identity.

A variety of co-operatives including the Co-operative Group, the West Midlands Co-op and United Co-operatives are taking part in the trial, which is focused on four locations: Hull, Kidderminster, Northampton and Thame in Oxfordshire.

The trial is being supported by a press, radio and outdoor advertising campaign as well as direct mail activity and a brochure door-drop. It is being run for eight weeks at a cost of more than &£500,000. The campaign, created by McCann Erickson, sets out a number of co-operative beliefs in areas such as the environment, fair trade and food. It uses the strapline “The Co-operative. Where everyone profits”.