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Retail Summit 2009 - Co-operative Group ready to shout about its green credentials
Following the revitalisation of the Co-operative brand over the past few years, the company is now actively promoting its green credentials through marketing and advertising campaigns.
Speaking at the Retail Bulletin Summit 2009 Ben Rieveley of The Co-operative Group, told delegates about the forthcoming high profile television advertising with music from Bob Dylan's 'Blowin' in the Wind' as th e backing track..This is a first for the musician to allow his work to be used commercially. “It's the first time this activist for change-for-good has done this,” explains Rieveley, who believes this fits well with the positioning of the Co-operative.
This move is down the fact the overall Co-op brand has been rejuvenated in recent years: “We've not previously communicated
Part of the reason it has taken so long to create an over-arching brand for the whole Co-op group is because of the autonomous nature of the individual businesses including travel, insurance and banking.
But now this has been overcome, both the overall group and the individual businesses will be using this as the backdrop for their marketing activities. “We've had to shift their strong identities and this takes time. But they now want to use this branding to promote their own businesses. The master brand sits over the whole while the individual companies will be running their own brand marketing,” suggests Rieveley.
With this arrangement the Co-operative will be able to more effectively shout about its credentials relating to sustainability through highlighting its farming operations, its banking business that does not invest in businesses that excavate fossil fuels, its commitment to wind farming, and its work with communities and charities around the world.
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