Co-op pools creative and strategy after major review

Co-op LiveRampCo-op Group has consolidated its creative and strategy accounts into VCCP London after handing the agency a one-off brief earlier this year to boost its membership by one million people.

The appointment follows the launch of a review initiated late last year by chief membership and customer officer Kenyatte Nelson and sees VCCP take over from previous incumbent Lucky Generals, which has worked for the retailer since 2018.

Overall, Co-op has vowed to invest more than £240m over the next five years to boost its loyalty programme and help customers save more. It claims the member-only prices could help customers save up to £300 a year.

Earlier this year, Co-op ditched its money-back scheme, which allowed loyalty club members to build up cash towards future purchases, to usher in an expanded range of member-only exclusive prices and deals.

According to the retailer, members now “benefit from price reductions on branded as well as own-brand foods for the first time”, along with receiving two personalised offers every week, based on transactional data gathered on each member.

Co-op also works with Mullen Lowe, which was appointed in 2022 to spearhead a new customer marketing strategy following a four-way pitch.

The group’s most recent campaign has been launched by Co-op Funeralcare, which has enlisted celebrity “couples” for a new digital-first branded entertainment series.

Aimed at encouraging the nation to start the conversation about their funeral wishes, letting friends and family know what they want when the time comes, the move has seen the funeral specialist team up with Channel 4 for Celebrity Send-Off.

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