Co-op Honest Value: Own-label is branding too

Co-op, a food retail brand, launched a campaign in the UK to improve its price perceptions and advertise its own-label value range that was 20-50% cheaper than the next range up.

Campaign details

Brand: Co-op: Honest Value Agency: Lucky Generals

Summary

There is a grocery category out there that is worth over half the value of the entire market and yet marketers and advertisers alike tend to look right past it. Own-label. This is the story of how planning finally embraced own-label, taking the launc