This paper describes how the Co-op Food Retail Stores were transformed from a declining business to one with a healthy-looking future. The repositioning / relaunch included some store refurbishment and a loyalty card scheme. As a result of the campaign sales increased. Shopper profiles and perceptions changed in line with strategy. Brand 'trust' and reputation as well as staff morale improved. Profit estimated at £13.5 million of incremental profit for £6.6 million of ad spend