Alice Schaffer
Group Planning Director at J Walter Thompson
London, Reino Unido
TituloFix It
Campanha Creatures - The Co-operative Group
Anunciante The Co-operative Group
Marca Co-Op
PostedAgosto 2004
Sector Empresarial Grandes armazéns, supermercados
Legenda We Go Further So You Don't Have To
Filosofia This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns.
Resultado 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-op’s turnover, and helped turn the Co-op into the UK’s No.1 convenience retailer.
Tipo de Mídia Televisão e Cinema
Mercado Reino Unido
Director criativo
Director criativo
Director de publicidade
Board Planner

People related to this work

Anúncios relacionados


Create a free Talent profile and become a member of AdForum

Get Started