Co-op to use relatives of stars in ads

The Co-operative Wholesale Society is to use relatives of celebrities in its first television advertising campaign for its retail stores.

Jeremy Beadle’s wife will feature in one of the three family-oriented ads which are to break this Sunday.

There will also be a corporate brand building campaign featuring the society’s other businesses such as travel and funeral services.

The ads, created by Partners BDDH, follow the company’s strategic review at the end of last year, which focused on its food stores.

CWS is understood to be in talks with small regional supermarket chains with a view to increasing its chain of convenience stores.

The company is due to rebrand these stores later in the year, introducing a new trading name and shop fascia. This will be differentiate them from the group’s Co-op Supermarkets and Co-op Superstores.

The relaunched convenience stores will offer late-night opening, with a greater emphasis on fresh and chilled products, wine and spirits.

The Society has re-introduced the Co-op divi card to its food stores and is understood to be extending its loyalty card to other businesses.

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now