Campaign details
Brand: Co-op: Honest ValueAgency: Lucky Generals
Summary
There is a grocery category out there that is worth over half the value of the entire market and yet marketers and advertisers alike tend to look right past it. Own-label. This is the story of how planning finally embraced own-label, taking the launch of Co-op's new value range and transforming it from a tactical sales driving tool into a powerful expression of Co-op's brand values.
Realising Co-op could win on neither price nor quality, we broke free of that classic dynamic and focused on an entirely new...