CRS, formerly known as Co-operative Retail Services, which runs 500 supermarkets and convenience stores around the UK, has appointed Duckworth Finn Grubb Waters to handle its 7m account.
The business was previously at J Walter Thompson Manchester, but has been awarded to Duckworth Finn without a pitch by the chief executive of the CRS food division, David Robey.
Robey, who was previously director of marketing at Tesco and product marketing director at Safeway, has been in the job only six weeks. He also spoke to Doner Cardwell Hawkins and Rainey Kelly Campbell Roalfe about the account.
CRS is carrying out one of the biggest relaunches in UK retail, which includes renaming all the stores with the Co-operative tag and spending 50m on launching a new own-label range.
CRS’ four fascias – Pioneer, Leo’s, Stop & Shop and Lo Cost – are being scrapped and all stores rebranded either as Co-operative Pioneer supermarkets and superstores, or in the Co-operative Local convenience store format.
The move is an attempt to strengthen the Co-op brand, which is often viewed as too fragmented. CRS and its sister organisation, CWS, have seen their share of the UK food retail market dwindle in recent years.
The entire media buying and planning for CRS has been won by Motive – the first time the agency will have worked with Duckworth Finn.