By The Drum Team | Editorial

March 7, 2011 | 2 min read

A new TV campaign for The Co-operative Group will launch today, calling for consumers to ‘join the revolution’ as the company aims to create a more sustainable future for the UK.

The campaign, by TBWA\Manchester, will run across TV, press and social media, aiming to guide consumers as to how they can begin their own co-operative business, fund community projects, begin to campaign to introduce change or buy ethical products.

In order to highlight these targets, The Co-operative has used every people who it considers to be implementing such changes within it’s campaign.

Peter Marks, group chief executive of The Co-operative, explained that prior to the 1980’s people understood what the benefits of mutual ownership were, but added that this has been forgotten over time.

“We are beginning to see momentum again at grassroots level, where the Co-operative Enterprise Hub is helping new co-operative businesses set up at a rate of more than one a day, but the opportunity is much bigger than that. Co-operatives alone are not a panacea, but sitting alongside other business and service models, they can help address the unprecedented social, economic and environmental challenges facing the country,” added Marks.

Fergus McCallum, CEO of TBWA\Manchester, explained the thinking behind the campaign, saying that The Co-operative helps thousands of people throughout the country every year by reinvesting its profits back into communities.

He continued: “This latest 'Join the Revolution' campaign demonstrates how The Co-operative has redefined the very nature of a revolution, inspiring and encouraging more people to change their world for the better.”

The campaign launches today (7 March), and highlights how the founders of the company in Rochdale established the first co-operative in 1844, and has grown to over 5,000 stores across the UK.

TBWA Manchester the Cooperative News

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