Co-operative launches multi-million insurance push

The Co-operative is launching a multi-million push for its insurance service as it ramps up preparation for the sale of the business to ease its financial worries.  

Co-operative Insurance
The Co-operative Insurance ad push.

The acquisition drive positions the brand as a “clear, simple and fair” antidote to rivals.

Television ads, the brand’s first since 2010, will feature everyday scenes of life that customers have been able to focus on because of the ease and simplicity of Co-operative Insurance’s service and products.

The TV ads will be backed by a radio, digital and a direct mail campaign.

Lee Mooney, commercial director of Co-operative Insurance, says our aim is to present the strength of our product offers and service standards with warmth and simplicity – no gimmicks. We think we can cut through the competitor noise with the clarity and honesty of our campaign by portraying everyday scenarios that people will really relate to alongside straightforward product offers.”

The Co-operative Group’s general insurance business is currently up for sale. The proceeds for the sale will be used to help fill the £1.5bn hole in its finances. Last month, it announced details of a rescue plan after agreeing a complex “bail-in” process that will see bond holders offered shares in the bank.

The Rapp Edinburgh created campaign launches today (1 July).  

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