The Co-operative Group is considering ditching its long-running ‘Good With Food’ strapline.
It is mulling a number of alternatives and has trademarked ‘The Co-operative Here For You For Life’. It also trademarked ‘You And Us The Co-operative’ in May.
The society first introduced Good With Food in 2006, when Guy McCracken was head of food. The phrase is used by the society across its food stores, as well as in its TV ads. The strapline was also extended to encompass the society’s portfolio of businesses, as ‘Good For Everyone’.
News of the rethink comes just five months after The Co-op Group appointed David Magliano as brand director. The high-profile marketer worked on the London 2012 olympic bid, as well as at the airlines EasyJet and Go. Gill Barr also joined from Barclaycard as group marketing director in January last year.
“As we regularly explore various options as part of our creative development process, we take the view that it is prudent to register all possible advertising straplines,” confirmed a Co-op Group spokeswoman.
The society revealed last month that ‘You And Us The Co-operative’ was being used to promote a small number of foodstores where it was trialling new formats. This includes extending store opening hours and tailoring in-store offer to the local demographic.
It has also registered other trademarks for its wider business, including The Co-operative Florist, Mobile And Broadband, and Home & Living.