Co-op has taken a different direction with its latest brand campaign to support its membership proposition and the launch of ‘Member Prices’.
The multi-channel campaign – launching today 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.
The donut character will feature 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!’
Launched in April, Co-op has committed 65% of its annual marketing budget to promote the Member Prices initiative, including a new visual identity and significant media spend behind the ‘Members Save More’ campaign.
