Bob Dylan to return in new burst of Co-op advertising

Wednesday, 24 June 2009

The Co-operative Group is next month (July) returning with a fresh burst of TV activity featuring its "Good for Everyone" commercial, which is the first to use Bob Dylan's iconic song "Blowin' in the Wind".

Following the initial month long campaign in February, The Co-op has booked a three-week period of TV activity from next month.

Research shows the campaign, which began with the first ever 2½-minute solo slot in the middle of Coronation Street, has delivered a "high percentage of multiple messages" about The Co-op, which has interests in food, funerals, travel, pharmacy, motors, financial services and legal services.

Having seen the ad, 81% agreed the Co-op was an organisation that "supports community projects and good causes", while 77% said they learnt something new about the business.

Six out of 10 understood the Co-op was made up of a family of businesses.

Marketing director Patrick Allen said: "The results of the campaign are staggering. Anyone accustomed to analysing TV research like this will appreciate just how powerful the campaign has proved to be."

The Co-op is currently in the midst of a £1.5bn re-branding exercise and in just over two years it has refitted more than two-thirds of its 4,300 outlets with the new look.

In March, it completed the acquisition of the Somerfield supermarket chain and on 1 August the merger between Co-operative Financial Services (CFS) and Britannia will be completed.

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