Co-op Honest Value: Own-label is branding too

Co-op, a food retail brand, launched a campaign in the UK to improve its price perceptions and advertise its own-label value range that was 20-50% cheaper than the next range up.

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...

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