The Co-op is launching a new marketing campaign celebrating the ethical way it sources food and encouraging people to sign up to its membership scheme, as well as taking the opportunity to have a dig at its rivals over sustainability.The ad, which explains how Co-op members can now get 5% back on all own-label food and drink purchases and that 1% on all purchases is invested to support their local communities, features prominent buzzwords such as ‘Fairtrade’ and ‘British sourced’ in its voiceover.
And speaking to Marketing Week, Jemima Bird, customer director at the Co-op, insists the ethical positioning is possible because consumers trust the brand in a “unique” way.
She says: “People trust us in a way they don’t trust other retailers. It’s because we have always stood for sustainability, it isn’t just about suddenly jumping on a bandwagon and deciding ‘lets do the community thing next’. Shoppers see through that instantly unless you actually give back to the community.”The Co-op wants to add another one million members in 2017, having added half a million since relaunching its membership scheme last year September. And with the latest campaign once again reinforcing its work in the community – it claims to have raised £3.7m for local causes since September 2016 – Bird says the brand is in a “great place” to hit targets.
