The Co-op’s food business has appointed M&C Saatchi PR as its retained PR partner, after the convenience retailer announced that it was going back to “Being Co-op”.
The “Being Co-op” initiative is looking to show its customers “what made The Co-op different and special for people in the first place”, and will see the return to its original Co-op logo.
M&C Saatchi PR has been briefed to promote these “differentiators”, which includes highlighting its ethical sourcing and championing the retailer’s small British suppliers.~
The agency will also raise the profile of the retailer’s wine offering to consumers.
Activity kick offs with an upcoming Autumn/ Winter campaign, with M&C Saatchi PR working alongside Co-op’s in-house PR team in Manchester.
Craig Noonan, head of retail PR at The Co-op, said: “We were hugely impressed by the creativity displayed by M&C Saatchi PR, coupled with an intimate understanding of the retail marketplace and I look forward to working together.
“It was a tough pitch process and they understood our brand values and showed all the necessary creativity to support us. We have a strong in-house team and together they’ll provide great consumer PR support to our food business.”
Kat McGettigan, head of consumer at M&C Saatchi PR, added: “We are absolutely thrilled to welcome Co-op to the M&C Saatchi PR family. We are ‘Driven by Passion’ and so we have identified a list of brands we want to work with and are passionate about. The Co-op is one of those brands and it’s an exciting time to come on board as the Co-op goes back to its founding principles and purpose.”