As a member-led business, Co-op shares everything from profits to decisions among its five million members, making it the largest cooperative business in the UK. While it’s broadly known as a supermarket, Co-op is also a supplier to other stores, runs a wholesale business (Nisa Retail), and operates more than 800 funeral homes.

With Co-op hoping to increase the number of member-owners to eight million by 2030, the company has revealed a new brand platform created by VCCP to remind everyone of the benefits.

“Co-op is an incredible brand with a 180-year history and so many amazing stories to tell, but customers had kind of forgotten why exactly it was special – they knew it was, but weren’t sure of why. So the challenge for us was to tell these stories again, to reintroduce Co-op to the nation,” explain Chris Birch and Jonathan Parker, ECDs at VCCP.

The new platform, Owned By You, Right By You, is launching with a campaign film that highlights some of these advantages, including voting on senior leaders and other motions that affect the business.

Directed by Sam Gainsborough with Blinkink, the stop motion campaign film is based on the simple concept of a receipt – often the thing that people dread, but here a canvas for Co-op’s values-driven message. The modest palette and use of a familiar visual reference feel like a good match for the campaign message of spending where it counts rather than lining the pockets of wealthy execs.

“It doesn’t feel like an ad, certainly not a supermarket ad. That’s down to the visuals, the music, the messaging. All of it had to make people look up from their phones or stop scrolling,” the ECDs explain.

The campaign coincides with the launch of Co-op’s refreshed identity, which has been developed by SomeOne over the last six months as part of a longer-term partnership.

The identity includes a new set of curved shapes carved out of Co-op’s clover logo, which appear as framing devices and patterns used across the identity. These shapes carry through to the new bespoke font, Co-op Headline. Developed in collaboration with type foundry F37, the tall, sturdy typeface features swoops and angular edges that echo the logo, and also comes in an additional textured version.

As well as the new TV ad, the campaign extends to OOH, social, digital and beyond, “all based on the core thread of ‘doing the right thing’”, explain Parker and Birch. “There’s so many interesting facets to Co-op. Like, did you know there are Co-op academies out there improving education? There are executions on that,” explain Birch and Parker. Expect more creative highlighting “the fact that it’s owned by customers, not the wealthy few”, which will become apparent “in store and all over the Co-op business”.

Credits:
Agency: VCCP
ECDs: Chris Birch, Jonny Parker
Senior Creatives: Jason Keet, James Hodson
Creatives: Adam Sears, Ben Evans
Production Company: Blinkink
Director: Sam Gainsborough
Post-production Company: Absolute Post, Girl&Bear Post
Sound Design: 750mph
Music Company: Finger music
Branding: SomeOne