Having already been heavily involved with the recent large scale Co-Operative brand campaign - Refinary has created three interactive brand experience marketing units for The Co-operative to support the brand’s 2009 festival activity.
The transportable units have been designed and built by the Manchester based agency as part of The Co-Operative’s rebranding work which Refinery is also handing.
This will include press advertising, POS, internal communications and literature.
For the campaign, the Co-operative membership team has updated its mobile marketing units to tie in with the ‘Good for Everyone’ brand campaign and identity.
The units will be mainly used to increase The Co-operative membership and to communicate the financial benefits of becoming a member while also looking to convey that the image that it is a group of people acting together to meet the common needs and aspirations of its members, sharing ownership, making decisions democratically and creating value for customers.
The marketing units include a 2ft by 2ft fibreglass piggy banks takes centre stage, conveying the fact that The Co-operative shares its millions of pounds profit each year with its members and a 4ft handcrafted garden fork-come-dining fork communicates The Co-operative’s highly successful From Farm To Fork campaign.
Liz Page, brand manager for The Co-operative, said: “The new units are a vital way to communicate the all-important membership message, in a more detailed way than possible through other mediums. Using audio, visual and interactive tools, we can not only show how The Co-operative is different structurally through its membership scheme, but talk about member democracy, member communities, exclusive members’ offers, the importance of voting on ethical policies and expected profit share. We also highlight that because members are involved they shape what the organisation does and have a say in future decision making.”
The Refinery is one of the Co-op roster agencies which was heavily involved in the recent brand launch as one of the client’s recent communications agencies.
Following the launch of the TV ad campaign by McCann Erickson London earlier this year, Refinery was tasked with producing the creative for national press, POS in over 4000 Co-op stores, outdoor advertising, promotional giveaways, on-line activities while also working with the client’s experiential/PR agencies on a selection of activities including a specialist 400ft-high piece of artwork using the dandelion image, was projected onto the CIS tower for 10 days.