Creative firm MullenLowe Group UK has secured the Co-Op’s customer content and digital account, becoming the grocer’s agency of record.
The deal will see the Co-Op combine the operations of its current content and digital marketing agencies, Kin & Carta and The River Group to handle convenience missions and the grocer’s funeral and live services businesses.
MullenLowe is set to let digital and content planning, execution and ecommerce for the Co-Op’s campaigns across its Food,
Insurance, Funeralcare, Legal and Membership operations.
MullenLowe’s remit will begin from November, they will join the Co-Op’s agency framework which also includes creative agency Lucky Generals and media agency Dentsu.
“We’re thrilled to announce our new partnership with Mullenlowe Group and are excited to see them bring to life what the Co-op has to offer,” Co-Op director of customer proposition & communications, Mel Matson said.
“It’s clear that Mullenlowe share the same values and principles as Co-Op, and we’re both committed in ensuring that we continue to make a difference for our customers, members and communities.
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She continued: “The way in which people are shopping has changed a lot over the last few years and as it continues to evolve, we need to make sure we’re leveraging the Co-Op brand and products to the right audience, in the right place and at the right time.
“I’d like to take the opportunity to thank all of the agencies involved in the pitch process, many of whom we have built longstanding partnerships with, and a big thanks to K&C and The River Group for all their hard work and passion over the years.”
MullenLowe Profero CEO, Peter Moody added: “We’ve been holding out for a national treasure brand that fits with our shared values for some time, and I can’t think who better to be partnering with than Co-Op in this space.
“We wholeheartedly believe in working with brands with purpose and driving progress both commercially and socially, so to be working with the principled brand who strives for business growth whilst giving back to their communities is incredibly uplifting.
He concluded: “Opportunities like this don’t come around often, and we absolutely can’t wait to get stuck into this and show the world what we and the Co-Op are capable of achieving.”
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