A DIFFERENT WAY TO TALK ABOUT LIFE AT CO-OP

A new expression of everything that makes this historic business so unique.

An ipad displaying the message: 'Our colleague value proposition in short.'

Challenge

Despite a unique approach to UK business, a prestigious membership scheme and a range of market-leading employee benefits, the Co-op has always struggled to deliver a compelling employee proposition that aligns with its organisational values.

We were brought in to do just that: develop a value proposition that works for current and future employees alike, articulating everything that’s unique about the colleague experience at Co-op.
A poster of the campaign featuring a young woman with the message: 'Dare to be different' - the word 'different' is upside down.

Solution

After engaging with various business areas, and colleagues of all levels, we identified ‘difference’ as the golden thread. The difference in Co-op’s economic model; the difference in the outlook of the people they attract; the difference their culture is set-up to integrate; the difference their bespoke wellbeing and benefits package is designed to support.

The CVP rolled-out in 2022, initially with an internal ‘hub’ to house the employee offer and a new careers site, followed by communication of their big areas of focus for 2022/23 to support their vision, inclusion manifesto, wellbeing and membership offer.
Examples of the campaign materials including a poster, a leaflet and a booklet.