Co-op launches ad campaign to promote member prices

Launching today (July 19), the campaign will be visible across TV, print, digital out-of-home and in Co-op stores, and will focus on the cost-saving benefits of being a Co-op member.

The advert features a doughnut character that will be shown shopping in store while informing other customers how they can “save a few quid on items, just by being a Co-op member” and encourages them to reap the benefits of the offer.

The grocer introduced member prices in April and has committed 65% of its annual marketing budget to promote the initiative, including a new visual identity, media spend behind the “members save more” campaign and the introduction of innovative channels.

The Co-op membership means 2p in every pound spent on own-brand products is returned to the member’s digital wallet or can go towards helping fund thousands of community causes. Members can also access personalised offers and gamification through the Co-op app.

The concept was created by media company Lucky Generals and developed across the Co-op’s agency partners including MullenLowe Group, Dentsu and ITG.

Co-op chief membership and customer officer Kenyatte Nelson said: “At a time when the cost-of-living crisis is increasingly prevalent, I’m clear that Member Prices are now one of the most tangible reasons to join our Co-op.

“Along with our creative agency Lucky Generals, we’ve created a disruptive, fun and memorable approach to this campaign designed to grab the attention of consumers, communicating the simple message that members save more to drive new acquisition.

“The premise is simple; there are only upsides to being a Co-op member because we exist to create and return value to our members. Whether that value comes in the form of Member Prices and personalised offers on products that they love, 2% back on every pound spent on Co-op products, 2% back to local community causes or having a direct say in how the business is run.”