The new brand is being tried in 40 different Co-op businesses across the UK, including its food, travel, banking and pharmacy shops. It is the first time the brand has been unified with one high-street identity. It will see brands such as Co-op Welcome and Co-op Pharmacy replaced with the name "The co-operative" along with a one-word descriptor of each business.
The rebranding is to be backed by a campaign highlighting The co-operative's ethical beliefs and practices in areas such as the environment, fair trade, community support and food safety, with the strapline: "The co-operative. Where everyone profits".
The branding has been developed by a panel of Co-operative societies made up of representatives from across the group, with the first phase set to run for eight weeks in pilot areas. It will include press and radio advertising, supported by an outdoor campaign, as well as a direct mail to 300,000 customers and a brochure door drop to all households within a three mile radius of the pilot branches.
Zoe Morgan, marketing director at the Co-operative Group, said: "The aim of this initiative is to test a common identity spanning all our businesses, telling shoppers quite clearly that we're all part of the same family and that shared values underlie everything we do."
The trial will begin on Monday, September 12. Trading progress at the pilot stores will be monitored carefully over the next few months and the project will be reviewed early in 2006. The advertising has been created by McCann Erickson and design is by Lippapearce.
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