Co-op Food Focuses On Ethics In New Ad Campaign

The Co-op is continuing its brand overhaul with a new ad campaign celebrating the quality of its food and highlighting the fact that ingredients in its products are ethically sourced.

The campaign launched at the end of last week under the tagline ‘Food The Co-op Way’ and spans TV, VOD, outdoor, and press.

The TV ad is comprised of vignettes showing different people enjoying a variety of food from Co-op. The ad explains that every egg in a Co-op product is free-range; the fresh chicken, beef and pork is British; and Co-op sells more Fairtrade products than any other convenience store.

Meanwhile, print work showcases products such as pasta, sugar, eggs and meat which highlight the brand’s commitment to sourcing free-range, best of British and Fairtrade products.

Jemima Bird, customer director at Co-op, commented: “Ethics is at the heart of Co-op. Doing business to benefit communities is the Co-op way and the ad campaign highlights our difference and willingness to do the right thing.”

The Co-op is currently undergoing a radical makeover with it rolling out its new retro Co-op branding, announced back in May, to its own label food range and stores. This is expected to take up to three years to complete.  It also introduced a new membership loyalty scheme last month, aiming for half of all purchases to be made by members within five years.