Co-op and Somerfield in dual-brand campaign

The Co-operative Group launched a multi-million pound advertising campaign to communicate the coming together of The Co-operative and Somerfield food businesses. The dual branded campaign underlines how The Co-operative’s acquisition of the Somerfield supermarket chain has enabled it to offer best-value deals across The Co-operative and Somerfield fascias. The ads feature two female members of staff - Co-operative store supervisor Madeleine Bowers, and her colleague from Somerfield, checkout operator Tomieka Shiell - and run across all national and multi-channel TV stations from January onwards.

The Co-operative has been phasing Co-operative brand products into Somerfield stores and the harmonisation of the ranges should be complete by October. At the same time, the mutually-owned retailer is re-branding Somerfield stores to The Co-operative, with the Somerfield brand due to disappear by the end of 2011.