The Co-op Group is to part company with creative agency Lucky Generals after working with the agency for more than five years.

It is understood that the TBWA-owned firm has declined to repitch after the retailer initiated a creative review with the process now in its early stages. Lucky Generals will continue to work on the account for the next few months.

Having initially secured the Co-op’s creative account in December 2018, Lucky Generals has produced a wide variety of work for the business’ various healthcare, food, funerals and insurance divisions.

A joint statement by both the Co-op and Lucky Generals read: “After six years of working together, Co-op and Lucky Generals have mutually and amicably decided to end their professional relationship.

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“During this time, Lucky Generals have created and delivered a number of creative, impactful and successful campaigns for Co-op, which have all supported the UK’s largest consumer cooperative to actively engage with its members and customers.

“They will continue this work for the next few months, whilst Co-op start the process of evaluating future agency partner options to ensure a smooth transition. Lucky Generals wish Co-op the utmost success for any future new partnerships.”

Campaign Live reported last year that the Co-op’s chief membership and customer officer, Kenyatte Nelson had set in motion plans to streamline the amount of agencies that the retailer works with.