Title | Fix It |
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 |