In 2017 we want to recruit 1 million new members to our Co-op. That’s a million more people who can join us in making a difference to causes in local communities.
Picking up where we left off
We made big changes last year. Our return to a brand identity rooted in the Co-op’s history meant we went ‘back to being Co-op’. We also went back to putting our members and their communities at the heart of everything we do. Since we launched the new Membership in September, our members have already earned around £16m for them and £3m for local causes. We update the figures each week on our Membership Data page.
Nothing made up
If you become a Co-op member you get 5% back on anything you spend on Co-op branded products as well as 1% to put towards a cause in your local community. In 2017 we’ll be spreading the word so more people know about the difference that choosing Co-op can make and more people will want to join us. To achieve this we’re changing the way we’re communicating with our members and potential new members.
‘Nothing made up’ is one of our communication principles and that means we show real people in real communities who can benefit from becoming a Co-op member. It made sense then to make the people who keep the local causes going in communities the stars of the show.
We also wanted to strip back the gloss of advertising and make something unembellished and emotive and show people being completely natural in front of the camera. We were thrilled to work with director Shane Meadows who does all those things superbly. He also shares our values.
Real people. Real communities. Real causes
So Shane has created a series of short films that show some of the 4266 causes (at last count) that are being supported every day by Co-op members. You can see the films on our Youtube channel.
Here’s the director’s cut which will be shown in cinemas across the UK from 20 January.
This is just the start. 2017 marks a new way of advertising our Co-op. We offer value with values and we’re going to shout about it.
You can keep an eye on our progress towards the 1 million new members on the Co-op Membership Data page.
Join us. Sign up to become a member.
Head of Brand