When we first met with the Co-op in 2018, the business was in good shape and primed for further growth; it was expanding its presence in core markets, notably grocery, funerals and insurance, while also entering new sectors such as healthcare.
However, one key challenge remained: consumers did not understand how Co-op was different and emotional connection was low.
Over the last 4 years, we have successfully repositioned the brand by refocusing on its ethical business model. Our brand platform - “It’s what we do” - has enabled separate business units to unite in telling the story of Co-op’s difference, weaving together commercial and community messaging.
Since then, we’ve used this humble philosophy to create products (like the own label range Honest Value, which we named), services (like the Co-operate app, which allows people to help out in their neighbourhood) and partnerships (like our support of Marcus Rashford’s food poverty campaign). We do plenty of great advertising too – but it’s the clarity of our underlying mission which has galvanised the organisation internally and helped them achieve £10bn sales for the first time and the highest share for almost 20 years.
Last Christmas, when the nation’s festive spirit was dampened by the pandemic, we reminded people of the power of little acts making a big difference in our local towns and villages.
More recently, we launched our own take on the COP26 conference: by temporarily
rebranding stores as “Co-op26” and encouraging ordinary people to make their
personal pledges to the environment too.
Also in the spirit of co-operation, we put OOH ads outside Co-op's
competitors’ stores to show that even if you shop somewhere
else, you can recycle your soft plastics at Co-op.
It’s clear from research and tracking results that we’ve enabled people to ‘get’ the idea
of Co-op, and to see how they can get involved to make positive change. The campaigns
have helped to drive brand sentiment to record highs while boosting ROI by 12%.
Co-op was named Brand of the Year at the 2021 Purpose Awards and
“It’s what we do” was named Campaign of the Year.