CRS hunts boss to steer revamp

CRS, which runs 500 Co-op supermarkets across the UK, is seeking a director of marketing to spearhead its planned relaunch.

The director will run the 50-strong CRS marketing department, plan new site development and look after customer service. The post-holder will report to CRS food business chief executive David Robey, who was brought in from Safeway at the beginning of the year. He replaced Jim Gray.

Robey has already axed agency J Walter Thompson (Manchester) from its 7m account and has hired London agency Duckworth Finn Grubb Waters (MW April 3).

Robey has been brought in to oversee CRS’s rebranding operation. It is changing the names of its three different facias – Leo’s, Pioneer and Stop & Shop. The larger stores will become Co-operative Pioneer and the convenience stores are to change their names to Co-operative Local. It is also rebranding its own-label range under the name Co-operative.

Duckworth Finn is developing a new communications strategy for the supermarkets to support the relaunch. It will build on the Co-op’s good name with consumers and its strong heritage.


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