The fall and rise of the Co-op.
The Co-op was losing market share and selling less own-brand than competitors. Their stores were also ‘frankly, awful’ (the words of their CEO).
The Co-op had lost its magic and a radical rethink was required. We went back to the drawing board. Using our proprietary tool, Visual Planning™, we developed a new brand strategy and a core idea to drive the Co-op forward: ‘Food as it should be’. This reaffirmed their ethical stance and put food back at the heart of the brand. We then created a brand architecture that united own-brand under the ‘Loved by us’ name. Values like Fairtrade, responsible sourcing and ‘Britishness’ were highlighted on packaging. Finally, we transformed stores with eye-catching departments, intuitive layouts and innovations like mealtime inspiration tables.
‘An amazing journey, the transformation in our stores is stunning. Thank you from my heart for your energy, creativity, inspiration, support and drive.’
Marjorie Murphy, The Co-operative
The Co-op saw double-digit growth in every range re-launched, and 7-16% growth in every new-look store. Plus they had their most successful Christmas range ever.
Insights and Analytics
Strategy and Positioning