| Title | BACON |
| Brand | CO-OPERATIVE |
| Product/Service | CO-OPERATIVE FOOD |
| Category |
A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Credits
| Justin Tindall |
Leo Burnett London |
Executive Creative Director |
| Hugh Todd |
Leo Burnett London |
Creative Director |
| Graham Lakeland |
Leo Burnett London |
Copywriter |
| Richard Robinson |
Leo Burnett London |
Art Director |
| Emma Bewley |
Leo Burnett London |
Agency Producer |
| Vince Squibb |
Gorgeous |
Director |
| Rupert Smythe |
Gorgeous |
Executive Producer |
| Amy Appleton |
Gorgeous |
Producer |
| Barry Ackroyd |
Gorgeous |
Dop Lighting Cameraman |
| Paul Watts |
The Quarry |
Editor |
The Brief
Co-op was struggling to solve an entrenched brand perception problem: resentment owing to ‘insult’ pricing on key essentials. Pricing on everyday products acted as a barrier that prevented existing and new customers wanting to shop with us- a dark cloud that stopped people hearing the positive brand stories about provenance or quality we wanted to tell.
So the business decided to invest heavily, bringing these prices down. The task for communications was to accelerate the barrier removal. Just shouting about prices wouldn’t address the perception issues and there were too many other retailers following that approach with bigger media budgets.
Describe how the promotion developed from concept to implementation
We needed to make consumers relate to us, to make them love us again and then in turn, stop resenting us and start shopping with us more.
So we didn’t shout about our prices like everyone else. Instead, we reminded our customers about the unheralded, yet extraordinary role everyday essentials can play in their lives. From helping us apologise, to getting our kids out of bed. The Co-op not only understands this, but they do all they can to ensure these essential products are as reasonably priced as possible.
Describe the success of the promotion with both client and consumer including some quantifiable results
Shouting isn't always louder; we've increased brand motivation up to 67% , sales of bread have risen by more than 100% and we haven't had to enter into a price war with our competitors.
And on top of that, we've produced a campaign we can be proud of creatively, as well as strategically. The Co-op Food can be proud of what it is and consumers are beginning to shop with us more frequently...happily this time, rather than under duress.
Explain why the method of promotion was most relevant to the product or service
The films centre on the extraordinary role that seemingly insignificant food plays in our lives; illustrated in a human, insightful and honest way, true to The Co-op brand. There's no need for shouting, pomp or circumstance- the human truths at the heart of each advertisement do the hard sales pitch to sell the essential nature of the food and the competitive price at the end of them seals the deal.