Co-op adopts dual branding after Somerfield deal

The Co-operative Group has launched a multimillion pound advertising campaign to communicate the coming together of The Co-op and Somerfield food businesses.

The dual-branded campaign includes a national television ad, created by TBWA Manchester, featuring staff from both companies.

The campaign aims to communicate how The Co-op’s acquisition of the Somerfield supermarket chain has enabled the group to offer its best value deals, and highlights that the same deals are available across The Co-operative and Somerfield estate.

Co-operative store supervisor Madeleine Bowers and Somerfield checkout operator Tomieka Shiell have previously featured in internal communications. Their role was extended after research found that customers connected with the two employees.

Debbie Robinson, director of food retail marketing at The Co-operative Group, says: “We wanted a visual way to represent the two businesses coming together on TV, in order to widely communicate the acquisition of Somerfield and to ensure that customers understand the benefits of this in terms of scale and value.”

The Co-op acquired Somerfield in a £1.6bn deal in March last year and has since been phasing Co-operative branded products into Somerfield stores. The retail group says the ranges will be brought together by October.

Somerfield stores will be rebranded under the Co-operative banner by 2011.