The Haystack Group, which is overseeing the process, has approached both roster and non-roster agencies to take part in the overhaul, which is still at an early stage.
Agencies participating in the pitch are expected to be briefed to deliver a campaign that will promote the scheme to potential members.
It is likely the advertising will not concentrate on any one individual brand under the Co-op umbrella, but will cover all elements included in the membership scheme.
New members can fill in an application form online and open an account with just 拢1. Once enrolled, they are entitled to a range of exclusive benefits, including discounts on Co-op travel, at the Co-operative Insurance Society and special loan deals from the Co-op Bank.
Separately, the Co-op group hopes to encourage customer loyalty across its business through a brand overhaul.
Butterfield 8 and Innocence, both strategic brand consultancies, are currently working on developing a new brand identity, which will reposition many of the Co-op brands under one banner.
The company, which was launched in 1844, has struggled to shake off its unadventurous image, compared with its competitors.
Today, the Co-operative Group operates more than 3,000 retail outlets, 1,600 food stores and 500 funeral branches nationwide.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)