We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Co-op Retail Stores: How animals worked magic for the Co-op
Co-op Retail Stores: How animals worked magic for the Co-op
Co-op Retail Stores: How animals worked magic for the Co-op
This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns. The Co-op Creatures campaign created genuine warmth for a brand which, against the grocery retail giants, had the disadvantages of unmodernised stores and few newsworthy messages. This translated directly into revenue: between its launch in July 2000 and the end of 2003, on a spend of just £16m, the campaign added £166m directly to the Co-op's turnover, and helped turn the Co-op into the UK's No.1 convenience retailer