The Co-operative Food: Channelling the wisdom of Ronan Keating when talking about price

This case study discusses how Co-op, a UK grocery retailer, changed price perceptions with an emotional ad campaign focusing on essentials such as milk, eggs and bread.

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!"...

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