Co-op has launched its biggest brand campaign since 2016 to remind the public of its origins, values, and unique membership model.
The ‘Owned By You. Right By You’ campaign aims to encourage the UK to become a “nation of co-operators” by explaining the benefits, both financially and socially, of the co-operative business model.
The retailer pointed to a recent survey which revealed that over 50% of consumers don’t understand what it means when a business is a co-operative or a mutual. Meanwhile, two fifths (42%) admitted they don’t understand what constitutes a co-operative, or how being part of one could benefit themselves and their communities.
Co-op’s new brand proposition highlights the membership model as its unique value. A 60-second film has been created using stop motion with printed till receipts, and poses the question of how to create the perfect business. The voiceover by Michael Socha begins by stating: “If you were inventing a business today, you’d do right by people… all people”, before highlighting Co-op’s economic value – lowering prices on the things people actually buy – and its social value, investing in communities, schools and neighbourhoods.
The new campaign will run from today until 21 August, launching with the advert airing tonight during Coronation Street on ITV1 and STV.
Kenyatte Nelson, Chief Customer and Membership Officer at Co-op, said: “This new research shows there’s a real appetite for a different way of doing business in the UK – one that is fairer, more ethical and puts power in the hands of communities. At Co-op, we have been proudly delivering this across the UK for 180 years. By tackling this lack of awareness head-on, we aim to help even more people find businesses that share their values. Compared to our UK counterparts, as a business owned by you, we do right by you.
“Now is the time to champion the co-operative model and demonstrate how it provides a solution to many of the challenges we face today. That’s why we are on a mission to re-introduce Co-op’s core values and principles to the UK. Through our latest campaign, we hope to remind our customers that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need and, the opportunity to create better societal outcomes in the communities where you live.”
NAM Implications:
- Given this need and emphasis on explaining how the Co-op is different (and better)…
- …perhaps suppliers should take this message on board…
- …and acknowledge how the Co-op is a different business model to rivals.
- Rival’s models are a mix of public & private companies, private equity owned, partnerships, co-operatives, discounters, on/offline…
- …and require radically different types of managing by NAMs.
