The next chapter in our Join Us campaign in Food springs into action this week.

We’re continuing to shout about Co-op Membership and we’re also celebrating two other things our customers care about; British and Fairtrade.

Running up to mid-March, we’ll be talking to customers through Point Of Sale in our stores, press and outdoor advertising, digital media and our Food magazine, about how our values lead to quality and great tasting food. It’s all about giving people another reason to ‘Join Us’ and become a Co-op member.

Rebecca Duffy, Campaign Manager, told us what’s in store for the campaign over the next few weeks:

british-beef-and-fairtrade-wines“This spring we’re showcasing how our values are intrinsically linked to great tasting food. We’re proud to say that all our fresh beef, chicken and pork is British, even the meat in all our chilled ready meals.

We’ve championed Fairtrade for over 20 years and we’re proud to be the world’s largest convenience retailer of Fairtrade products; people might be surprised to hear we’ve more Fairtrade wine than any other retailer.

Our campaign talks to customers about our sourcing and ethical values; just two of the things that make our Co-op different. We want them to know that every flavour packed mouthful of our delicious food tastes even better if they join us, because they’ll get 5% back and earn 1% for their local cause.

To help us reach both existing and potential new customers, we’re running a refreshed TV ad – an update on our successful autumn ad – alongside a mix of other advertising across press, outdoor and digital. The TV campaign starts on 15 February.

And when it’s Fairtrade Fortnight, starting 27 February, we’ll be ramping up the activity to share more of our Fairtrade stories, including a favourite of mine; our Fairtrade Argentinian Malbec.

I love the fact that we have some of our local causes featuring in the campaign. For me, it’s really important to include them to bring our Membership to life and show how people can help their local community, just by shopping at the Co-op.”

Catch the TV ad on Wednesday, on ITV, in the ad break around Coronation Street, or watch it below now.

In case you missed it

We kicked off our Join Us campaign in Food with a long weekend festivities and fun for colleagues, members and customers.

We sent a film crew out to a handful of stores to capture the weekend. See what happened at Chesterton, Morley Road, Edgbaston, Waterloo, Old Street and Bow…