Owned by you. Right by you
Campaign to boost awareness and understanding of co-ops
The Co-op Group, has launched one of its biggest ever campaigns to encourage the UK into a nation of co-operators. the campaign will highlight the benefits both financially and socially of a co-operative business model.
The new campaign runs until 21st August, launched on 17 July with an advert during Coronation Street on ITV1 and STV with a bespoke introduction as part of ITV's Proud to Present. In an ITV first, Co-op will tease the advert with the ITV logo turning black and white to look like a receipt, mirroring the campaign creative. Alongside the ITV partnership, the campaign will air on Channel 4 in the brand-new second series of Suspect, the popular psychological drama starring James Nesbitt. The integrated campaign will also run across other platforms including D/OOH, press, radio, social and digital.
The campaign follows on from a survey of just over 2000 adults carried out by Opinion Matters that suggested that 50% of consumers don't understand what it means when a business is a co-operative or a mutual. Co-op group states that compares less favorably with many European countries where co-operative businesses are integral to the culture and infrastructure of the nation, and being a member of a co-operative is the norm for the majority of citizens.
Kenyatte Nelson, Chief Customer and Membership Officer at Co-op, said:
"This new research shows there's a real appetite for a different way of doing business in the UK – one that is fairer, more ethical and puts power in the hands of communities. At Co-op, we have been proudly delivering this across the UK for 180 years. By tackling this lack of awareness head-on, we aim to help even more people find businesses that share their values. Compared to our UK counterparts, as a business owned by you, we do right by you.
“Now is the time to champion the co-operative model and demonstrate how it provides a solution to many of the challenges we face today. That's why we are on a mission to re-introduce Co-op's core values and principles to the UK. Through our latest campaign, we hope to remind our customers that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need and, the opportunity to create better societal outcomes in the communities where you live."
The new Government have acknowledged the huge contribution cooperatives can make to the economy and has pledged to double the size of the UK’s co-operative and mutuals sector in its manifesto as part of its support for diverse business models which bring innovation and new products to the business sector. Research from Co-op indicates a growing public demand for more diverse models as over half of consumers (55%) are keen to see more co-operatives in business and would give them more backing.