Co-op 'good for everyone'

The Co-operative 'Good For Everyone'
Best Integrated Campaign Award 2009






Background & Objective


The Co-operative is a unique organisation, which promotes sustainability at the core of its entire operation, including food, bank, travel, pharmacy and funeralcare.


The Co-operative Group is run democratically by its three million members, who each have an equal say in how the company achieves its environmental, social and commercial goals.


This ethos and company standpoint shaped The Co-operative’s brand strap-line - when the benefits are passed around, it’s good for everyone - leading to the development of a multi-million pound, fully integrated marketing campaign launched in February 2009.The key objectives of the campaign were to:


- Encourage reappraisal of The Co-operative brand.


- Communicate The Co-operative’s social goals agenda and point of difference from other retailers.


- Increase consideration for The Co-operative family of businesses.


- Additional objectives of the campaign were:


- Highlight its position as an ethical leader.


- Reinforce the activities it undertakes to tackle climate change.


- Raise awareness to the general public, and Co-operative staff and members, as to the importance of ethical and sustainable trading.


- Communicate the core company value of “when the benefits are passed around, it’s good for everyone”.
Implementation


Scale and impact of the campaign were key. ITV delivered the first ever solus 2’30” centre-break Coronation Street spot; a strong platform for communication to mass audiences across wide ranging demographics. Channel 4 targeted ethical opinion formers with an advert during the Dispatches break.


Supporting activity included:


- Print media advertising campaign.


- Proactive PR campaign undertaken.


- Event based activity to connect to youth audiences utilising Coronation Street actors and celebrity ambassadors.


- Direct marketing targeting three million consumers.


- Bespoke digital campaign.


- Four week cinema advertising campaign.


- 400ft image projected on head office building in Manchester.
Audience


The Co-operative had undertaken the largest re-brand in UK corporate history. Therefore, the target audience spanned the entire UK population, with an upweight to ABC1 adults to reflect The Co-operative’s customer base across its varied businesses.


Additionally, campaign activity targeted:


- UK media.


- 130,000 Co-operative staff.


- Three million Co-operative members.


- Key industry influencers and decision-makers
Results


A survey of the UK population following the launch of the campaign found that:


81% believed the campaign communicated The Co-operative’s commitment to sustainable, ethical retailing.


62% agreed that The Co-operative is leading on ethical policies and responsible retailing.


77% have learned something new about The Co-operatives environmental and social policy whilst 59% had their perceptions changed about it.


80% of people liked the campaign and 68% agreed that The Co-operative stands out from other retailers on ethical/environmental policies.


PR coverage communicating the brand’s ethical credentials generated over £700,000 EAV, and over 120 million opportunities to see.


The campaign reached over 88% of UK adults and effectively communicated The Co-operative’s brand values to the target audience and demographic, successfully reinforcing it is Britain’s most trusted brand.
Budget


The budget for the campaign was set at £10m, which included:


- Production of the advert (including travel, filming, staffing, editing)


- Advertising Campaign placement on terrestrial TV.


- 6 weeks heavy weight National Press


- Direct marketing to 3 m households


- In store POS and radio


- Internal communications s – environments, colleague magazine and DVD.


- Digital campaign (including viral creation and activity).


- Public Relations campaign (including activation and project costs).