‘Giving voice to Central England Co-operative’s campaigns’
As one of the largest independent retailers in the UK, Central England Co-operative has more than 8,000 people, in 16 counties from the Midlands to the East Coast, with 250 food stores, plus funeral homes, filling stations, post offices and florists. We were invited to support the team as they sought to showcase their long running campaigns throughout their corporate and day to day communications.
Chief Executive Debbie Robinson wanted an outside view on recent campaigning around colleague safety and tackling food poverty, and how to bring this together with their business and branding plans. We identified their distinct campaign activity and proof points of success, creating refreshed key messages to use with shoppers and the retail sector. We produced a strategy for getting their Point of View across, using traditional and social media and trained their senior team to convey passion and purpose in every press interview. As a critical friend we worked with their team at all levels, advising on ad hoc opportunities and ways to maintain their individual retail profile.
Media training with Abby and Jess was rigorous and rewarding. They are really something, with a knack of delivering difficult messages with confidence and empathy. Their ongoing advice is invaluable, so whether it is a campaign, public affairs or media issue, we get insight on how to best highlight our long running campaigns with customers, colleagues and the retail sector.
Debbie Robinson | Chief Executive, Central England Co-operative
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