IPA ADVERTISING EFFECTIVENESS AWARDS 2000: BEST NEW CLIENT AWARD - Sponsored by ISBA

4-STAR WINNER

CO-OP

Agency: Partners BDDH

Authors: Leslie Butterfield, Kate Waters

Client: John Bowes for CWS Retail

Creative Director: John Dean

Art Director: Mike Keane

Copywriter: Pete Matthews





THE SUBMISSION

The Co-op turned back the tide of decline with a new advertising campaign that repositioned their stores, improved their image and generated both significant sales uplifts and one sixth of their total profits. Co-op Food Retail stores have seen a fundamental reversal of fortunes over the past three years. A new positioning communicated through a compelling and distinctive advertising campaign led to significant improvements in brand awareness, image and personality.

A pattern of sales, share and profit decline has also been reversed since the campaign broke, with a demonstrable link between advertising and all three of these effects.



THE JUDGES' VIEW

A great example of how recognition of heritage can be turned from Achilles heel to advantage. The judges felt that it was great to have a compelling retail case (a difficult sector in which to prove effectiveness), with convincing evidence of sales and the impact upon the brand. This case also demonstrated how advertising can rescue a business without having to change everything first. It clearly showed a business turnaround with plenty of evidence of both the advertising changing perceptions and of payback from the econometric model.



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