The Co-op has focused on its membership proposition and the launch of Member Prices in its latest brand campaign.
The group’s multichannel campaign, which has launched across TV, print, digital out-of-home, and in stores, focuses on the money-saving benefit of being a Co-op Member and features a regular shopper, visually represented as a ‘Proper Donut’, who loves a bargain and waxes lyrical about Co-op’s new Member Prices.
The character is shown shopping in store while also engaging with other customers informing them how they can “save a few quid on items, just by being a Co-op Member” and encouraging them to take advantage of the savings on offer.
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The advert’s final line acknowledges the feature of the donut character and states: “Even a proper donut knows members save more with Member Prices.
Co-op chief membership and customer officer Kenyatte Nelson said: “At a time when the cost-of-living crisis is increasingly prevalent, I’m clear that Member Prices are now one of the most tangible reasons to join our Co-op.”
Nelson termed the campaign, which creative agency Lucky Generals worked on, “disruptive, fun and memorable” and said it would “grab the attention of consumers, communicating the simple message that Members save more to drive new acquisition”.
“The premise is simple; there are only upsides to being a Co-op Member because we exist to create and return value to our Members,” he said.
“Whether that value comes in the form of Member Prices and personalised offers on products that they love, 2% back on every pound spent on Co-op products, 2% back to local community causes, or having a direct say in how the business is run.”
Back in April, Co-op joined the likes of Sainsbury’s and Tesco in offering exclusive pricing for members of its loyalty scheme in a bid to fend off discount rivals.
The new exclusive pricing initiative is part of the chain’s five-year plan, in which it will invest £240m into overhauling its membership scheme to attract an additional one million active customers.
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