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The Co-op says its Fair & Square campaign has been a success

The Co-operative Group has reported strong own-label sales increases following its recent ‘Fair & Square’ ad campaign and own-label revamp.

The society said sales of its own-label bread range, launched in April, had more than doubled in the first four weeks of the campaign, versus the previous four weeks, and that it had sold more than 2.5 million loaves.

It also revealed bacon sales had increased by more than 10% after the product was also featured in the ad campaign.

The relaunch of its bread range is part of a massive overhaul of The Co-op’s own-label range that will see it revamp more than 3,800 lines by the end of the year. As many as 1,750 lines have been introduced so far including pies, sandwiches, pizzas and ready meals, which the society said were now recording double-digit like-for-like sales growth.

“The Co-op was historically known for the quality of its own-brand produce, and as part our food strategy we are dramatically improving our own-brand offer once more,” said Co-op Group CEO for retail Steve Murrells.

“We offer the best value loaf in Britain in terms of price and quality and the sales we have seen show customers are right behind us.”

It is also reducing the price of thousands of products as part of its Fair & Square campaign, is refitting almost 1,000 stores, and plans to open 100 new c-stores this year.

“The steps we are taking are focused on delivering for our customers and giving them what they want – quality products at great prices in a convenient location,” Murrells said. “We still have much to do but the customer reaction gives us a great deal of confidence.”