Co-op builds on its local appeal

The Co-operative is building on its community roots and its competitive offers in its latest multi-media advertising campaign, which broke on 15 September. The strapline of the new campaign is 'a great deal locally'.

The campaign is backed by some heavyweight promotions, including many 'Better Than Half Price' deals, as well as half-price and buy-one-get-one-free offers.

As well as national TV ads, featuring the voice of actor John Hannah, The Co-operative has doubled its usual press activity to reinforce the value message and demonstrate to customers and the strength and breadth of offers available on their doorsteps.

The TV ad features deals such as two-for-£5 offers on a range of meat and poultry, including its own higher-welfare Elmwood chicken, and cut-price promotions on a selection of products to make an Indian meal for a fiver.

Tim Hurrell, managing director, food, The Co-operative Group, said: "The Co-operative, as the UK's largest retailer, can provide customers with all they need locally, without them having to drive out of town.

"The trend for more people to eat in, rather than going to the expense of eating out, will continue, with people either trading up by buying premium products in The Co-operative Truly Irresistible range, or preparing their own healthy, good value meals using products from across our high-quality standard and value ranges."

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