We knew that the first thing to do was find out the real business problem and barriers to growth. A forensic investigation revealed that people knew the Co-Op’s ethical message, but needed convincing on the quality, range and price of its food. Our response became a double pronged attack to change these perceptions.
A powerful shift in the communications message was implemented to focus on mealtimes; people sitting around the table to share and enjoy food. It sat neatly within the Co-Op brand yet still put food first. It proved a huge success, and our “Better Together” Christmas advert was ranked No.1 for positive mentions* and gained an 84% engagement lift.
We also worked to demonstrate and convince the CEO and board to make a significant three year investment into pricing. It enabled the foods to matter more, to become a competitive proposition for the consumer, and to be a strong platform for us to get growth.