Co-op to promote four core businesses

The Co-operative group is planning a four-pronged broadcast campaign to promote its food, pharmacy, bank and travel businesses in the next stage of its £70m brand assault.

The four key business areas will be promoted via national TV and radio umbrella campaigns from October to complement ongoing price and product promotions.

The move will feature a second wave of the Co-op’s £70m brand awareness campaign with updated creative imagery, yet to be revealed.

The campaign began in January with a £10m two-minute TV ad featuring Bob Dylan’s Blowin’ In The Wind, the artist’s first track to be ad-licensed. The Co-op is planning a re-run of the Dylan ad over a two-week period in July after it recorded higher than average message responses.

More than 80% of people agreed the TV ad communicated that the Co-op “supports community projects and good causes” in research conducted on behalf of the company.

Meanwhile, 71% of people surveyed believed the ad successfully communicated that the Co-operative “is more than just a convenience store”, while 62% said it got across the message that it is “leading the way in responsible retailing and ethical policies”.

“These figures are staggeringly successful for a brand campaign, with average percentages on messages usually hitting around the 40% mark,” Co-op director of marketing Patrick Allen told Marketing Week.

He added that the Co-op electricals website saw a 13% uplift in sales and early figures coming through from other areas of the business were suggesting a sales uplift “over and above normal like-for-like growth”.


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