The advert will represent the first time all three of Co-op’s modern businesses – food, insurance and funeralcare – have been brought together into one overarching marketing strategy. In addition to this, Co-op has launched a new strapline “it’s what we do”.
Matt Atkinson, chief membership officer at Co-op, said: “Building stronger communities by being a stronger Co-op is what we do. We already run our businesses differently to most and this means we can do things that benefit our members and their communities and not just a small group of institutional investors in the City of London.
“The success of our ethical-led business means we can re-invest our profits and our plan is to use our profits to rally people to come together to care for their local community. This is about the power of co-operation and it’s what we’ve been doing for 175 years.”
Ali Jones, customer director at Co-op, said: “We exist not only to make a profit by doing good things, but also to do good things with the money we receive.
“As we enter an era where consumers are increasingly demanding that businesses take a lead in improving their communities, we need to seize our opportunity, decisively. In particular, we need to communicate our co-operative difference and show that it’s not just a token gesture, it’s what we do.”