CLIENT NEED
Co-op wanted to increase both market share and brand awareness and build engagement among existing Co-op members and new customers.
To do this it had to communicate with a wide range of audiences from existing older traditional Co-op members, younger professionals, and green consumers, who were all more likely to buy into Co-op’s values.
The campaign also needed to tie into the new Co-op mother brand and revitalise its existing £50 food voucher incentive.
Insight
The new Co-op brand revisited the old values of community and doing right by the customer, and people loved the rebrand so much, that they were picking up blue cloverleaf bags for life in their thousands. This gave us a way to appeal to a wider audience, and a platform to deliver a compelling proposition – with Co-op you get a great price, and £50 off your groceries!
