Challenge 

Midcounties Co-op has a new generation of premium food stores located in affluent market towns. Competition is high and customers can afford to be picky. They needed a brand positioning that would not only launch their premium stores, but also see off the competition long term. Giving customers a reason to come back, time and time again.

Provocative Thought

These picturesque English market towns all share something in common: pride in their local community. They also care deeply about the quality of their food and where it comes from. So rather than pay lip service to pride – let’s prove it.  Make Midcounties Co-op the champion of all things local.

Solution

We made being local a cause for celebration. Midcounties Co-op’s Best of our Counties’ local-ranging strategy became the star of all communications. The strategy was a promise that anything from the ‘Best of our Counties’ range was produced in the local or neighbouring counties to the store you were shopping in. We brought it to life with stories from dedicated farmers, artisan bakers, micro brewers and honey makers. We invited the locals to share what they loved about the store. We whet appetites with seasonal recipes made with ‘Best of Counties’ produce. We showed customers how Midcounties Co-op give back to the community. At every touch point, we built Midcounties Co-op as the ‘go-to’ store for premium local produce.

33%
Increase in sales of The ‘Best of our Counties’ range were up 33% year on year
England's best store
Bourton-on-the-Water Co-op was recognised by the Institute of Grocery Distribution (IGD) as one of the top 14 European stores to see in 2018 and Best in England
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