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The co-operative to re-run successful brand campaign
Archived article dated Wednesday June 24th 2009
The co-operative's high profile brand campaign has proved so successful that the Group is to re-run its memorable commercial on TV next month.
Following the initial month long campaign in February, The co-operative has booked a three week period of TV activity featuring its “Good for Everyone” commercial, which is the first to use Bob Dylan's “Blowin' in the Wind.”
Research shows that the campaign, which began with the first ever 2½-minute solo slot in the middle of Coronation Street, has delivered a high percentage of multiple messages about The co-operative, which has interests in food, funerals, travel, pharmacy, motors, financial services and legal services.Having seen the ad, 81 per cent agreed that The co-operative is an organisation that supports community projects and good causes while 77 per cent say they learnt something new about the business. Six out of 10 understood that The co-operative was made up of a family of businesses.
Marketing Director Patrick Allen said: “The results of the campaign are staggering. Anyone accustomed to analysing TV research like this will appreciate just how powerful the campaign has proved to be.”
The co-operative is currently in the midst of a £1.5 billion re-branding exercise - the largest in UK corporate history and in the space of just over two years it has refitted more than two thirds of its 4,300 outlets with the new look. In March it completed the acquisition of the Somerfield supermarket chain and on 1 August the merger between Co-operative Financial Services (CFS) and Britannia will be completed.
Tagged as: co op
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