The Co-operative Food: Channelling the wisdom of Ronan Keating when talking about price
Max Keane and Justin Clouder
Campaign details
Client: The Co-operative FoodAgency: Leo BurnettBrand: The Co-operative Food
Summary
The client brief behind this campaign was simple. In the midst of a ferocious price war Co-op's balance of values and value was out of kilter with customer expectations. Prices needed to drop. So the business dropped its prices. We had to promote that fact. Easy.
Except it wasn't. With a low share-of-voice and no absolute competitive claim to make, a simple "price crunch!"...