Co-op has launched its ‘biggest ever campaign’ to reintroduce the cooperative model to shoppers

The ‘Owned by You. Right by You’ campaign launches today, after a survey found that over 50% of UK consumers admitted to not understanding what it means when a business is a cooperative or a mutual.

A further 42% said they did not understand what constitutes a cooperative or how being part of one could benefit themselves or their community.

It also comes as the new Labour government has “acknowledged the huge contribution cooperatives can make to the economy” and pledged to double the size of the UK’s cooperative and mutuals sector as part of its manifesto commitments.

The new campaign will begin airing from tonight until August 21, launching with a TV advert during Coronation Street on ITV1.

Co-op will tease the advert with the station’s logo turning black and white to look like a receipt, mirroring the creative in the Co-op’s ad.

Co-op chief customer and membership officer Kenyatte Nelson said: “This new research shows there’s a real appetite for a different way of doing business in the UK – one that is fairer, more ethical and puts power in the hands of communities. At Co-op, we have been proudly delivering this across the UK for 180 years. By tackling this lack of awareness head-on, we aim to help even more people find businesses that share their values. Compared to our UK counterparts, as a business owned by you, we do right by you.

“Now is the time to champion the cooperative model and demonstrate how it provides a solution to many of the challenges we face today. That’s why we are on a mission to reintroduce Co-op’s core values and principles to the UK. Through our latest campaign, we hope to remind our customers that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need and, the opportunity to create better societal outcomes in the communities where you live.”