Co-op reviews agencies following Somerfield merger

The Co-operative Group is reviewing its advertising, media and other agency relationships following the £1.6bn acquisition of former rival Somerfield.

The retailer plans to review all its supplier relationships as part of the merger process across its entire operations, including supermarkets, funeral care, travel and financial service divisions.

The Co-Op’s latest £10m campaign, launched in February, was created by McCann Erickson and aimed to emphasise its ethical credentials with a television spot featuring the iconic Bob Dylan protest song Blowin’ in the Wind. The ad took over an entire break during Coronation Street for its launch.

The Co-operative’s incumbent media agency is PHD Rocket.

Co-operative Group marketing director Patrick Allen says the group plans to spend a further £60m on brand advertising this year for the group overall, while each business group will also run separate ad campaigns with functional messages.

The Manchester-based group’s acquisition of Somerfield gives it a 8% share of the grocery market.