Co-op Group, the UK’s largest consumer co-operative, has launched a bold new brand platform and integrated campaign to remind the British public of its origins and values.
Co-op is 180 years old and was the world’s first successful consumer co-operative, and the new campaign and brand platform, ‘Owned By You. Right By You.’ was made in partnership with its creative agency VCCP London.
The ‘Owned by You. Right By You.’ campaign is launched as a new survey reveals that over 50% of consumers admit they don’t understand what it means when a business is a co-operative or a mutual and two fifths (42%) admit they don’t understand what constitutes a co-operative, or how being part of one could benefit themselves and their communities.
The new brand proposition highlights Co-op’s membership model as its unique value. By reminding people that as the Co-op is owned by its members, the public, it can do right …