| Title | Brek Tack |
| Agency | Havas London |
| Campaign | Creatures - The Co-operative Group |
| Advertiser | The Co-operative Group |
| Brand | Co-Op |
| Posted | August 2004 |
| Business Sector | Department Stores, Supermarkets |
| Tagline | We Go Further So You Don't Have To |
| Philosophy | This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns. |
| Result | The Co-op Creatures campaign created genuine warmth for a brand which, against the grocery retail giants, had the disadvantages of unmodernised stores and few newsworthy messages. This translated directly into revenue: between its launch in July 2000 and the end of 2003, on a spend of just £16m, the campaign added £166m directly to the Co-ops turnover, and helped turn the Co-op into the UKs No.1 convenience retailer. |
| Media Type | Television & Cinema |
| Length | |
| Market | United Kingdom |
| Creative Director | Dave Stansfield |
| Creative Director | Phil Wilce |
| Account Planner | Alice Schaffer |
| Advertising Manager | Ged Carter |
| Board Planner | Alice Schaffer |
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