Co-op has launched a new value campaign to help shift customer and member price perceptions, showing how its members “will always get lower prices on the items they buy the most”.
The retailer said “value is a priority for many shoppers” this January, and its campaign seeks to highlight the “significant investments” it has made in reducing prices on over 200 frequently purchased products across its 2,400 convenience stores.
Co-op’s campaign is also introducing a new POS logo to highlight its ‘Always-On members Price’, to demonstrate the long-term commitment it has made to its more than six million active members to keep prices low.
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Co-op director for food and masterbrand Mel Matson said: “We’re kick-starting the year with an advertising campaign that raises the profile of Co-op’s always low member prices on everyday essentials.
“We want to reaffirm our commitment to keeping prices low on the products that our members buy the most, while also driving new member sign-up from shoppers that may have previously not considered Co-op due to price and value perceptions.”
The campaign builds on the newly established brand platform, ‘Owned By You. Right By You’, which launched in July and highlights the retailer’s membership model as its “unique value”, being owned by its members, the public.
The campaign will run across TV and VOD, out of home, social and point of sale from today (15 January) until 28 February.
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