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  • Coop Food GEN2 (1)
  • coop Food GEN2 (2)
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The Co-operative Food - Generation 2

Client: The Co-operative Group
Brand: The Co-operative Food


The Co-operative Food’s convenience store business operates in an extremely competitive, price-driven landscape.  In order to succeed, it needed to create reasons for people to visit beyond price or convenience. 

Provocative thought

Surprise and delight shoppers by augmenting price comms with a store layout and visual appearance that gave shoppers an new, enhanced and premium experience. 


We used a fresh new palette of colour, font and imagery as immediate signals of change and progress to customers.  We imbedded a fun and chatty tone of voice throughout the store environment to engage shoppers throughout their journeys, centred around key proof points such as in store bakery, fresh British produce and beers, wines and spirits. We profiled each store’s audience individually, and targeted it with tailored DM, door drops , digital display and OOH.

Store-by-store measurement showed increased frequency and basket spend increased store revenues by 25% in periods that followed Generation 2 deployment.

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