GENERATE CELEBRATES THE CO-OPERATIVE AWARD WINS

Generate has picked up three recent award wins with its client The Co-operative for their work to communicate the Group’s significant re-brand which saw its 4,500 strong estate of food stores, pharmacies, travel, funeral and bank branches united under a revamped Co-operative brand.

The Green Awards saw Generate and The Co-operative collect the award for ‘Best Green Integrated Campaign’.  The agency has now scooped two gongs at the Northern Marketing Awards including ‘Grand Prix’ and ‘Most Effective Re-Brand’.

Rupert Pratt, Managing Director at Generate, said: “We’re absolutely delighted that The Co-operative has been rewarded. We’ve had a very successful year together and to receive industry recognition is pleasing for everyone who has worked so hard in 2009.

“The re-brand campaign was the largest marketing programme ever undertaken by The Co-operative, and the biggest re-brand exercise in UK corporate history.

“Our role was to work alongside The Co-operative’s internal teams to develop an activation and leverage programme to communicate the re-brand to all audiences including consumers and staff. 

“The PR activity brought to life the creative campaign and this was achieved through a combination of traditional media relations, a digital ‘seeding’ approach and high profile stunt activity.

“The post campaign results demonstrate that the activity effectively addressed each of the objectives set out, in particular, the change in perception of The Co-operative.”

Generate currently works for The Co-operative across a number of high profile campaigns including their Variety Club, rugby league, netball and High School Musical sponsorships.