Co-op is launching a new value campaign to highlight its lower prices for members.
The convenience retailer said it sought to show consumers the significant investments it has made in reducing prices on over 200 top-selling products across its 2,400 stores.
It has also introduced a new PoS logo dubbed ‘Always On Members Prices’ to accentuate the campaign’s value incentives.
The advertising will run across TV and VOD, out of home, social and PoS from today (15 January) until 28 February.
Co-op membership now stands at over six million active members, with member prices a key driver of acquisition since its launch in 2023, Co-op said. It plans to hit eight million by 2030.
“We’re kick-starting the year with an advertising campaign that raises the profile of Co-op’s always-low member prices on everyday essentials,” said Co-op marketing director for food and masterbrand Mel Matson.
“We want to reaffirm our commitment to keeping prices low on the products that our members buy the most, while also driving new member sign-up from shoppers that may have previously not considered Co-op due to price and value perceptions.”
Creative and strategy was led by advertising agency VCCP, with media planning and buying by Carat UK. Point of sale was led by marketing company ITG.
Rachel Morris, creative director at VCCP London, said: “The creative just highlights and playfully leans into how important the essentials are. Maybe we don’t often stop to think about it, but actually, onions are a big deal! And of course the humble loaf of bread deserves to be the star of our TV ad.”
The campaign builds on the newly established brand platform ‘Owned By You, Right By You’ which launched in July, highlighting Co-op’s “membership model as its unique value”, the retailer said.
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