|Industry||Retail, Distribution & Rental companies|
|Agency||Euro Rscg London|
|IPA Effectiveness Awards 2000|
|The Winners||-||Best New Client Award|
Credits & Description
Co-op Food Retail stores have seen a fundamental reversal of fortunes over the last three years. A new positioning communicated through a compelling and distinctive advertising campaign led to significant improvements in brand awareness, image and personality. A pattern of sales, share and profit decline has also been reversed since the campaign broke, with a demonstrable linkage between advertising and all three of these effects.