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Co-op has officially launched a new value campaign in a bid to change consumer and member price perceptions, and to show how its customers “will always get lower prices on the items they buy the most”.
The campaign builds on Co-op’s newly-established platform – Owned By You. Right By You – which launched in July 2024.
According to the Co-op, shoppers are prioritising value this January and the new campaign wants to highlight its investments in reducing prices on more than 200 of its most purchased products across its portfolio of 2,400 stores.
As part of the campaign, the retailer has introduced a new POS logo to highlight its ‘Always-On members price’ to demonstrate its efforts to keep prices low.
Mel Matson, director for food and masterbrand at Co-op, said: “We’re kick-starting the year with an advertising campaign that raises the profile of Co-op’s always low member prices on everyday essentials.
“We want to reaffirm our commitment to keeping prices low on the products that our members buy the most, while also driving new member sign-up from shoppers that may have previously not considered Co-op due to price and value perceptions.”
The campaign will run across TV and VOD until Friday 28 February.
