The Co-operative Group has replaced its 'A Great Deal Locally' strap with a new one 'Big Deals' that places a stronger emphasis on value.

"It was necessary for our point-of-sale and in-store communications to shout a stronger value message," said commercial director Sean Toal. "It was developed following the integration of The Co-op Group and Somerfield estates."

'A Great Deal Locally' was launched in September 2008 as part of a price-driven campaign ­encouraging shoppers to leave their cars at home and shop locally.