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Co-op: Proper Donut
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Co-op has taken a distinctly different direction with its latest brand campaign to support its membership proposition and the launch of Member Prices, in a move designed to bring a disruptive and playful approach to a busy and competitive advertising environment. The multi-channel campaign – launching on Wednesday 19th July, across TV, print, digital out of home and in Co-op stores – focuses on the money-saving benefit of being a Co-op Member and features a regular Co-op shopper, visually represented as a ‘Proper Donut’, who loves a bargain and waxes lyrical about Co-op’s new Member Prices. In a step change of direction, the character is shown shopping in store while also engaging with other customers informing them how shoppers “save a few quid on items, just by being a Co-op Member” and encouraging them to take advantage of the savings on offer. The advert’s final line acknowledges the feature of the donut character and states: “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.
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