The introduction of this new campaign marks a significant shift in approach within the busy and competitive advertising landscape. Our mission is to disrupt the norm and inject a playful element into our messaging.
Launching on Wednesday 19 July, this multi-channel campaign will span across TV, print, digital out of home, and in-store at Co-op locations. Its central focus is on highlighting the money-saving advantage of being a Co-op Member. Our campaign features a relatable Co-op shopper, humorously portrayed as a ‘Proper Donut’, a character who is all about finding great bargains and enthusiastically shares the benefits of Co-op’s new ‘Member Prices’.
In an exciting change of direction, the advert showcases the donut character shopping in-store and engaging with other customers, informing them about the tremendous savings they can enjoy simply by becoming a Co-op Member. The campaign concludes with the memorable line, “Even a proper donut knows Members save more with Member Prices. Sign up and save today.”
The donut character will be a prominent feature throughout our entire media mix, including print, digital out-of-home, and social advertisements. This creative choice aims to capture the attention of consumers and effectively communicate the straightforward message that Members can enjoy substantial savings.
Kenyatte Nelson, Chief Membership and Customer Officer at Co-op, elaborates on the significance of this campaign. He states, “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.”
Together with our creative agency, Lucky Generals, we have crafted a disruptive, fun, and memorable approach to this campaign. Its purpose is to captivate consumers and convey the simple message that Members save more, ultimately driving new acquisitions.
Nelson further emphasizes the core premise of our Co-op membership, saying, “There are only upsides to being a Co-op Member because we exist to create and return value to our Members.” This value takes the form of ‘Member Prices’ and personalized offers on beloved products. Additionally, our Co-op Members benefit from earning 2p for every pound spent on own-brand products, contributing to local community causes, and having a direct say in how our business is run.
The introduction of ‘Member Prices’ in April 2023 has become one of the top communication priorities for Co-op. As a result, we have allocated 65 percent of our annual marketing budget to promote this initiative. This significant investment includes the launch of a new visual identity, substantial media spending for the ‘Members Save More’ campaign, and the implementation of innovative advertising channels.
Co-op membership allows shoppers to ‘earn’ with 2p returned to their digital wallet for every pound spent on own-brand products. Furthermore, they can ‘give’ by supporting thousands of community causes through their own-brand purchases. Lastly, they can ‘save’ through member prices, personalized offers, and interactive features available on the Co-op app.
We are eager to witness the reception of our ‘Proper Donut’ character and showcase the value our ‘Member Prices’ offer. Co-op is more than just a retailer, it is a community-owned entity that takes pride in providing exceptional benefits and returns to its Members. Together, we can create something truly remarkable.