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‘We need to find a way to reconnect’: Inside the Co-op’s new brand platform
‘Owned By You, Right By You’ is the brand’s biggest marketing investment in eight years, aiming to boost membership and awareness of the Co-op’s broader role in society.
With roots dating back to 1844, the Co-op doesn’t exactly have an awareness problem in the UK. It has, however, recognised a need to re-engage consumers if it wants to achieve its ambitious eight million member target by 2030 – three million more than it has today.
To accelerate that journey, the Co-op has launched a new multi-million pound brand platform and marketing campaign, ‘Owned By You, Right By You’, to remind consumers of its investment in communities, membership structure and ethical values.
