The Co-operative Food: 'good with food'

Principal Author: James Hamilton – McCann Erickson Advertising

Contributing Authors: Katherine Munford and Jakob Kofoed – Data2Decisions

EDITOR'S SUMMARY

This paper illustrates the role played by a big idea to inform and guide a comprehensive brand refresh that saw the Co-operative start to compete with the leading supermarket chains whilst sticking to its core ethical and local credentials. In 2005, The Co-operative Food brand was at serious risk of implosion; modern shoppers saw it as little more than a convenience store, and the brand had been suffering three years of sales and share decline. To change this The Co-operative developed the idea ‘Good with food', which linked food quality to its ethical credentials, and demonstrated how the brand did more than anyone else to bring its customers quality food. The idea informed store refits, new product design, through-the-line communications and shopper marketing channels. The campaign grew the brand's strength to the point it was able to mount a successful takeover bid for Somerfield in July 2008 and ultimately saw a payback on investment of over £10 for every £1.

INTRODUCTION – THE FALL AND RISE OF THE CO-OPERATIVE FOOD