With declining market share and own-brand suffering from a comparatively smaller share of basket, The Co-operative needed to overhaul its entire own-brand offer to better meet a convenient fresh top-up shop.
The brand’s point of difference is its integrity and values, which we made relevant to taste and expressed through ‘Food as it should be’. This inspired the name ‘Loved by Us’ that unifies the standard tier, aids recognition and engenders a sense of warmth to build customer confidence in quality and taste.
The results: double digit growth on all ranges relaunched. And the retail format work has seen growth between 7%-16% in the launched stores so far…