Co-op has taken a distinctly different direction with its latest brand campaign to support its membership proposition and the launch of Member Prices, in a move designed to bring a disruptive and playful approach to a busy and competitive advertising environment.
The multi-channel campaign – launching on Wednesday 19 July, across TV, print, digital out of home and in Co-op stores – focuses on the money-saving benefit of being a Co-op Member and features a regular Co-op shopper, visually represented as a ‘Proper Donut’, who loves a bargain and waxes lyrical about Co-op’s new Member Prices.
In a step change of direction, the character is shown shopping in store while also engaging with other customers informing them how shoppers “save a few quid on items, just by being a Co-op Member” and encouraging them to take advantage of the savings on offer. The advert’s final line acknowledges the feature of the donut character and states: “Even a proper donut knows Members save more with Member Prices. Sign up and save today.” The donut character will feature prominently across the entire media mix of print, digital out-of-home and social adverts.
Kenyatte Nelson, chief membership and customer officer at Co-op, said: “At a time when the cost-of-living crisis is increasingly prevalent, I’m clear that Member Prices are now one of the most tangible reasons to join our Co-op. Along with our creative agency, Lucky Generals, we’ve created a disruptive, fun and memorable approach to this campaign designed to grab the attention of consumers, communicating the simple message that Members save more to drive new acquisition.
“The premise is simple; there are only upsides to being a Co-op Member because we exist to create and return value to our Members. Whether that value comes in the form of Member Prices and personalised offers on products that they love, two per cent back on every pound spent on Co-op products, two per cent back to local community causes or having a direct say in how the business is run. Our members own our Co-op and our Co-op is a wonderful thing to own. I’m excited to see how our ‘Proper Donut’, and our Member Prices, are welcomed!’
In April 2023, the UK’s leading convenience retailer introduced Member Prices and this membership benefit is one of the Co-op’s top communications priorities for 2023. Co-op has committed 65 percent of its annual marketing budget to promote the initiative, including a new visual identity, significant media spend behind the ‘Members Save More’ campaign and the introduction of innovative channels.
The new campaign – which has been designed to not only raise awareness of the new Member prices initiative, but to also drive Membership acquisition and shift Member sales penetration – was led by Co-op’s recently appointed Chief Membership and Customer officer, Kenyatte Nelson. The concept was created by Lucky Generals and the full campaign was developed across Co-op’s agency partners, including MullenLowe Group, Dentsu and ITG.
Co-op Membership enables shoppers to earn – 2p in every pound spent on own-brand products is returned to the member’s digital wallet – give – 2p in every pound spent on own-brand products helps fund thousands of community causes – and save – with member prices, personalised offers and gamification via the Co-op app.
For more information, please visit: Co-op Membership – Membership that makes a difference – Co-op (coop.co.uk)
