Co-op introduces new strapline in Xmas ad

The Co-operative Group is introducing a new brand strapline in its Christmas advertising campaign.

The strapline “Here for you for life” will replace the “Good with Food” line used by its food business, as tipped by Marketing Week earlier this year. It will also roll out across the group’s family of businesses including Funeralcare and Banking next year.

Gill Barr, The Co-op group CMO, told Marketing Week that the strapline reflects a change in mindset and is part of its ongoing strategic shift to better communicate what The Co-operative stands for.

She says: “We are a family of businesses so one of the objectives of our advertising is to make the links between the businesses more clear. It shows a different mindset and one that is relevant. If you’re not relevant, a different mindset is useless.”

“The key point is that people know we are good for everyone, but what they want to know is if we are good for them, particularly at Christmas when it matters most. The challenges we are dealing with in terms of economic pressure are as strong this year as they have ever been.”

TV activity includes 27 different creative executions designed to communicate The Co-op’s breadth of range through a variety of family situations.

The Co-op says it wanted to go beyond simple product messaging and demonstrate the role The Co-op plays at Christmas.

The ad breaks today (1 November) and will be supported by a national print campaign. The Christmas campaign is the first major work from advertising agency Leo Burnett, which was appointed in May.

Readers' comments (13)

  • Oh that is awful.
    70s-tastic at best.

    What an opportunity the Co-op have just wasted to create meaningful, emotional, engagement with the audience.

    The VO is flat, not brilliantly written. The execution is equally flat.

    Here For You For Life is a clunky mouthful that doesn't do anything, in my opinion, for the brand.

    All it makes me think of is John Lewis...

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  • We already know that they are there/'here' - suggest dropping this word to put greater emphasis on the customer.
    Put the customer first
    'Your life...for you'

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  • This ad makes Christmas look like it's a tiring chore. Often it is, but the co-op should be emphasising the fact that they help you make the most of the day rather than emphasising that the kids are trouble and you get hungover. I also agree with the earlier comment about the voiceover; reading it in a slightly more up-beat way would have avoided the "down-trodden" feel to this ad.

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  • That's terrible...and dull.

    I get the concept, and agree that there should be some unity between all of the services, but Here For You For Live? Really?

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  • I agree with Neil. A wannabe John Lewis that's doesn't differentiate The Co-op in the slightest. Instantly forgettable and a backward step. In a way it's disappointingly what you'd expect from the Co-op.

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  • Here for you, for life.
    For Funeralcare. Think about that for a moment.

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  • oh er, seem to be in a minority opinion on this one; I really liked it! Dont think many people will post in to say this though...gotta hate the haters ;o

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  • just seen this, how people love to moan on...i think this is great move for the co-op, and think there's something really good in the ad. just hope they can keep it up

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  • Remove the brand and it could be for any one of dozens of companies - generic, unfocused, unmemorable. Bland.

    Coop should have started with a longer ad that had a clear narrative with fewer characters. Not very diverse either for a company that serves many local mixed communities.

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  • Sorry Co-op, what a irrelevant & dreary advert that does nothing to distinguish you from your peers..must try harder!

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