Co-op has launched one of its biggest ever brand campaigns to encourage the UK to turn into a nation of co-operators.
The ‘Owned by You. Right By You’ campaign highlights the social and financial benefits of a co-operative business model, and comes as a new survey by the retailer found that more than 50% of consumers don’t understand what it means when a business is a co-operative or a mutual.
Meanwhile, 42% don’t know what constitutes a co-operative, or how being part of one could benefit themselves and their communities.
The grocer, which currently has just over five million members who own the business, pointed out that this research contrasted with many European countries, as over 140 million people, which constitutes 31% of the EU’s population, are members of a co-operative.
Despite the lack of understanding, the consumers stated quality products, community support, and ethical practices were the most important factors when choosing a local business, which the convenience retailer claimed are all key elements of its business.
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The campaign is set to run from today (17 July) until 21 August, with the advert airing tonight during Coronation Street on ITV1 and STV.
In an ITV first, the supermarket will tease the advert with the channel’s logo turning black and white to look like a receipt, mirroring the supermarket’s ‘Receipt World’ creative.
Co-op chief customer and membership officer Kenyatte Nelson said: “This new research shows there’s a real appetite for a different way of doing business in the UK – one that is fairer, more ethical and puts power in the hands of communities.
“By tackling this lack of awareness head-on, we aim to help even more people find businesses that share their values. Compared to our UK counterparts, as a business owned by you, we do right by you.”
He continued: “Now is the time to champion the co-operative model and demonstrate how it provides a solution to many of the challenges we face today. That’s why we are on a mission to re-introduce Co-op’s core values and principles to the UK.
“Through our latest campaign, we hope to remind our customers that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need and, the opportunity to create better societal outcomes in the communities where you live.”
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