The Co-op has launched a £10m advertising campaign that brings together the marketing of its food, insurance and funeralcare units together for the first time.
Championing the society’s investment in local communities, all three divisions will use the new strapline – ‘It’s what we do’ – in their marketing.
The first in a series of TV ads appeared over the weekend (see below). The campaign will also include out-of-home executions with tailored messages showing local causes the Co-op supports.
Chief Membership Officer Matt Atkinson said: “Building stronger communities by being a stronger Co-op is what we do. We already run our businesses differently to most and this means we can do things that benefit our members and their communities and not just a small group of institutional investors in the City of London.
“The success of our ethical-led business means we can re-invest our profits and our plan is to use our profits to rally people to come together to care for their local community. This is about the power of co-operation and it’s what we’ve been doing for 175 years.”
