Co-op - How animals worked magic for the Co-op

Alice Schaffer

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes.
Agency: Euro RSCG LondonAuthor: Alice Schaffer

CO-OP

'How Animals Worked Magic for the Co-Op'

INTRODUCTION

What springs to mind when you think of a Co-op grocery store? Old fashioned? Down market? Over priced? Poor quality food? A few years ago these perceptions were countrywide; now many areas of the UK – those that have been exposed to the Co-op's TV advertising – have a different attitude. This paper sets out to demonstrate that the 'Creatures' campaign is responsible for much of this change, and that, between its launch in July 2000 and the end of 2003, it...

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