HEART OF ENGLAND CO-OPERATIVE SOCIETY INTRODUCES NEW BRANDING ACROSS ALL FOOD STORES

The Heart of England Co-operative Society has decided to adopt the new  Co-operative branding for all food stores across its network of stores.

The Society, which is the region's leading independent retailer with branches across Coventry, Warwickshire and south Leicestershire, will be embarking on re-branding all of its 33 food stores.

The move brings the Heart of England Co-operative Society together with other Societies across the country in adopting the exciting new branding which comes as part of a major national multi-million pound marketing campaign launched by the Co-operative Group earlier this year.

The Heart of England Co-operative Society had already held a successful pilot for the branding at its refurbished Store in Earlsdon, Coventry.

The Society board took the decision recently to proceed with the re-branding.

Ali Kurji, Chief Executive of the Heart of England Co-operative Society, commented: “This is a hugely exciting move for the Society.

"We have watched with interest how the new brand has developed and performed and the momentum created when adopted by other Societies and indeed the response to our rebranded Store in Earlsdon has been very positive. The time is now right to roll out the branding to all our stores throughout the region."

Mr. Kurji continued:  "The Co-operative brand has become very well established in a short space of time and is here to stay and instantly recognisable.  We look forward to bringing this fresh dimension to our business in Coventry, Warwickshire and South Leicestershire.

"We are confident that it will be warmly received by all of our loyal customers."

He said it would build on the Co-operative Group’s 'Good for Everyone' TV commercial earlier this year and its extensive TV and national newspaper advertising and promotions in-store.

“We have a vibrant, contemporary brand and this is raising our profile,” Mr Kurji said.

The Heart of England’s decision comes as the Group continues to re-brand its entire network of branches to create a common identity which is recognised across the region. Indeed, including all Societies, the number of outlets carrying ‘The Co-operative’ now stands at over 3,200.