Co-operative supermarket campaign a winner

Stephan Shakespeare
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ON this page we often assess the impact that crisis or events have on brands but BrandIndex is more generally used for measuring the success or otherwise of advertising with the daily tracking allowing us to study the initial impact and also the wear-out rate. One of the more interesting campaigns this year has been the Co-operative supermarkets “good food within easy reach” advertising.

The campaign launched on 3 January with the supermarket’s buzz score standing at +2, placing it 14th of the 25 supermarkets measured and five points below the sector average. By January 21st that score had risen to +22, well above the sector average in 5th place.

Since then the momentum has generally been maintained with the Co-operative still at +20 on 7 February. Although it has started to decline over the last week it still remains 7th overall and seven points above the sector average.

The campaign has not only created good buzz for the Co-operative, it has also led to a general increase in perception across all measures. At the start of the year the index score was -2 (9 points below the sector average). By 21 January it was up to +26 with a mid-20s score maintained ever since.

It now stands at +23, 15 points above the sector average in 7th place overall and only just trailing the country’s biggest supermarket, Tesco.

The Co-operative wanted to assert their position in the food market as a values-led, locally minded alternative to the big four supermarkets.

Six weeks in, perceptions have moved from being in line with Lidl and Booths to being in the same range as Tesco and Morrisons and all the indications are of a successful campaign.

Stephan Shakespeare is chief executive of YouGov