Feature

IPA Effectiveness Awards 2010: Bronze Award - The Co-operative Food

Title: The Co-operative Food: 'Good with food'

Client: The Co-operative Food

Entrant: McCann Erickson Advertising

Author: James Hamilton, McCann Erickson Advertising

Contributing authors: Katherine Munford, Jakob Kofoed, Data2Decisions

Credited companies - Creative agency: McCann Erickson Advertising; media agency: Rocket; research agency: Research International

Media used: Couponing/leafleting, direct marketing, magazines, newspapers, outdoor/poster, radio, sales promotion, TV

IN A NUTSHELL

This campaign educated shoppers on the brand's quality food, growing its strength to the point it could take over Somerfield, and creating a payback of more than £10 for every £1.

SUMMARY

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. To change this, The Co-operative developed the idea "Good with food", which linked food quality to its ethical credentials, and demonstrated how the brand did more than any other to deliver quality food for its customers. The idea informed store refits, new product design, through-the-line communications and shopper marketing channels. The campaign grew the brand's strength to the point it was able to mount a successful takeover bid for Somerfield in July 2008, and ultimately saw a payback on investment of more than £10 for every £1.

JUDGE'S COMMENT

The judges were impressed with the transformation of this unpopular and unloved brand. Its improvement in market share was a great achievement.

Chris Jansen, managing director, British Gas Services & Commercial.

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