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A “Proper Donut” as Co-op takes different advertising direction

Co-op has launched a “disruptive and playful” multichannel advertising campaign, as it seeks to grow its membership.

The creative focuses on the money-saving benefits of the scheme with a regular Co-Op shopper visually represented as a “Proper Donut” who “loves a bargain and waxes lyrical” about prices.

The tagline is: “Even a proper donut knows Members save more with Member Prices. Sign up and save today.” The donut character will feature prominently across the entire media mix of print, digital out-of-home and social adverts.

“At a time when the cost-of-living crisis is increasingly prevalent, I’m clear that Member Prices are now one of the most tangible reasons to join our Co-op,” said Kenyatte Nelson, Chief Membership and Customer Officer at Co-op.

“Along with our creative agency, Lucky Generals, we’ve created a disruptive, fun and memorable approach to this campaign designed to grab the attention of consumers, communicating the simple message that Members save more to drive new acquisition.”

Nelson was recently appointed by the company from N Brown.

The campaign was developed by agency partners, including MullenLowe Group, Dentsu and ITG.

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