Co-op 6 sheet

All change please – How Co-op re-booted OOH to drive improvements in ROI

12 January 23

The grocery sector is fiercely competitive with pricing strategies and share of market defence strategies mean that margins are constantly squeezed. A previous disappointing set of econometrics results put OOH under a microscope and its role on Co-op national campaigns was being questioned. 

We embarked on a new approach to prove the value OOH added to the media mix. 

We re-booted our plans, employing a smarter, more agile approach to deliver on its core objectives of driving brand uplift and footfall into store. 

The resulting campaign was a 6-month always-on, 100% dynamic digital campaign, which seamlessly interweaved brand messaging with localised and bespoke sales products.  

This subsequently saw brand metrics improve, Co-op once more lead again in sustainability and OOH ROI nearly doubled.