Supermarket chain Co-op is looking to shift customer and member price perceptions with a new value-focused campaign breaking this month.
With creative and strategy led by London agency VCCP, the work will aim to showcase how Co-op Members will always get lower prices on the items they buy the most.
Media planning and buying for the campaign was handled by Carat UK, whilst point of sale was led by ITG. The work will build upon the newly established brand platform, ‘Owned By You. Right By You.’ which launched in July.
“We’re kick-starting the year with an advertising campaign that raises the profile of Co-op’s always-low member prices on everyday essentials,” Co-op marketing director for food and masterbrand Mel Matson said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“We want to reaffirm our commitment to keeping prices low on the products that our members buy the most, while also driving new member sign-up from shoppers that may have previously not considered Co-op due to price and value perceptions.”
The campaign will also introduce a new point-of-sale logo for the brand, to highlight its ‘Always-On Members Price’ commitment to keep prices low for its members.
VCCP London creative director, Rachel Morris added: “The creative just highlights and playfully leans in to how important the essentials are.
“Maybe we don’t often stop to think about it, but actually, onions are a big deal! And of course the humble loaf of bread deserves to be the star of our TV ad.”
