The Co-operative Food: 'good with food'
Principal Author: James Hamilton – McCann Erickson Advertising
Contributing Authors: Katherine Munford and Jakob Kofoed – Data2Decisions
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....