Bagging a best-ever DM campaign

Following the high-profile rebrand for the Co-op Group, including the rebirth of the much-loved clover leaf logo, Co-op Insurance asked us to create an integrated marketing campaign to promote their range of cover in a fresh and engaging way.

The food voucher offer had been running successfully for over two years, with the majority of insurance customers coming from the Co-op membership base.

The client wanted to breathe new life into the campaign and increase profitability for the brand, in what is a highly competitive marketplace. To deliver this, we leveraged the increasing brand equity in the now-famous Co-op bag for life.

Based on the insight that people loved the new Co-op bag and its retro logo, we didn’t just tie it into the offer, we made it the hero.

In doing so, we created all the assets for a fully integrated marketing campaign, running across direct mail, online display, on-site, press and social media, including managing the photoshoots for all three insurance products.

The Bags More campaign achieved Co-op Insurance’s best-ever results for this offer and has been running successfully for three years.