Co-op's Ethical Campaign Gives a Fair Trade on Honest Value

Co-op and Lucky Generals have created a new marketing campaign for Co-op’s ethical value range, Honest Value, as the convenience retailer grows the range and widens store distribution in 2021.

Co-op launched 58 products into its ‘value range, with values’ brand in November 2020 and is now introducing another 33 lines, all of which stay true to Co-op’s values, while also increasing the number of stores that they are available in.

The campaign work will consist of OOH, DOOH executions placed around local Co-op stores as well as VOD and Radio. Each one shows the item backed by a line linking its value to its price. For example, the toilet roll execution says “We think that responsibly sourced toilet roll should be responsibly priced too,” while the ad for teabags says: “To us, Fairtrade means fair prices for tea growers and tea drinkers”.  The ads all include the line: “A value range with values.” 

As well as the campaign, the agency was also responsible for creating the name Honest Value. 

As part of the expansion, new protein, produce, dairy, frozen and impulse lines that deliver the same Co-op standards and values of British sourcing, Fairtrade and cruelty-free will be introduced. Key launches include, 100% British chicken thighs, red tractor certified fruit and vegetables and free-range eggs that will now be available in more than 1,000 stores, alongside the original lines that launched last year.

Ali Jones, customer director at Co-op, said: “Honest Value is proudly Co-op and the products in the brand are true to our sourcing, ethical, and policy standards. The range has great prices, with the benefit of our strong values. 

“This means that the eggs are free range, our protein is 100% British, our paper products are FSC certified, the tea, coffee and hot chocolate are Fairtrade and our meat is Red Tractor certified. There are no artificial colourings, flavourings or preservatives, and our washing up liquid is Cruelty Free International approved. Lucky Generals has perfectly nailed the purpose and intention of the range in this campaign.”

Danny Hunt, creative director at Lucky Generals, said: “It’s nice to get in early on the development of such a great product.  A value range with human values at its very heart is just another lovely example of what separates Co-op from the rest.”

The campaign will run from 10th February.