Co-op unveils ads to back own-brand food overhaul

[Anthony Butcher]

http://www.marketingweek.co.uk/item/54532/254/260/3

The Co-operative Group is overhauling its own-brand food strategy to focus on the quality of its products and ingredients and its ethical sourcing. The move is supported by a new ad campaign that will break this week.

The group is launching new products, reformulating existing ranges and has overhauled its packaging as part of the move. The new campaign will feature the strapline "Good with Food" and the first execution will focus on the Healthy Living range, which has been extended and reformulated.
The execution, which has been created by McCann Erickson, focuses on salt reduction and highlights that the Co-op has reduced the salt content of its lasagne beyond Food Standard Agency recommendations. The ad has a voice-over by Scottish actor John Hannah.

The strategy brings the food division in line with Co-operative Financial Services, which launched its Good with Money campaign to highlight its ethical credentials early last year (MW February 16).

Debbie Robinson, director of food marketing for the Co-operative Group, says: "This campaign will highlight our enthusiasm and ability to deliver high quality, healthy food. It is a part of our customer offer that perhaps isn't as well known as our other strengths, such as responsible retailing."
The food products and campaign will feature new "The Co-operative" branding, which is part of a major rebrand of the Co-operative business and affects all of its divisions. The food campaign will run across TV, cinema, radio and in store. A further campaign that will focus on the provenance of ingredients will run later in the year.