Co-op wanted to increase both market share and brand awareness and build engagement among existing Co-op members and new customers.
To do this it had to communicate with a wide range of audiences from existing older traditional Coop members, younger professionals, and green consumers, who were all more likely to buy into Co-op's values.
The campaign also needed to tie into the new Co-op mother brand and revitalise its existing £50 food voucher incentive.
The new Co-op brand revisited the old values of community and doing right by the customer, and people loved the rebrand so much, that they were picking up blue cloverleaf bags for life in their thousands. This gave us a way to appeal to a wider audience, and a platform to deliver a compelling proposition - with Co-op you get a great price, and £50 off your groceries!
We created the ‘Bags More’ campaign. It was a simple, single-minded umbrella idea, and one that could be easily adapted to be more focused on home, motor, and pet insurance. Using the iconic bag as a vehicle, it was a simple way to convey both the campaign’s financial incentive—and the group brand’s values.
Delivered through an integrated direct response campaign which we refreshed with new imagery and content over three years, to optimise performance.
ATL channels (press, press inserts, door drops) increased response rates by 90%.
Digital marketing activity saw overall clicks increase by 3% and CTR up 30%.
Direct mail activity increased overall response rates by 8% YOY, and quotes were up 15% YOY – the brand’s best dm results, ever.
Overall engagement among members and non-members increased by 42%
Proud to partner with
