The Co-operative is building on its community roots and its competitive offers with a local touch to its latest multi-media advertising campaign.
The UK’s largest convenience retailer is promising “a great deal locally” - the strapline of the new campaign.
The value campaign is backed in-store by some price-based promotions, including many better-than-half-price deals, as well as half-price and BOGOFs.
TV advertising will feature the voice of actor John Hannah, and The Co-operative has doubled its usual press activity to “reinforce the value message and demonstrate to customers the strength and breadth of offers available on their doorsteps”, said a release.
Other deals include half-price fruit and vegetables. Tim Hurrell, managing director, food, The Co-operative Group, explained the tagline to the advert, which is ‘leave your wheels at home’. "The Co-operative can provide customers with all they need locally, without them having to go to the expense of driving out of town,” he said.
"We feel that 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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