THE Co-operative Group is to spend £ 1 million to launch its new own-label Truly Irresistible product range, which is intended to modernise and upgrade the Co-op's image.
Executives believe that what is being termed `mouthwatering, indulgent food and drink,` will have such an impact that consumers will change their normal shopping habits to seek out the new products in Co-op stores.
The launch of the Truly Irresitible range is being backed by a £ 1 million pound promotional campaign, including a new television commercial, quality press advertisements, public relations activity and in-store support.
The Group say the products are mainstream enough for people to want to try them, but also have a story, twist or angle making them innovative and different.
The products may have a particular noteworthy ingredient, or be sourced from a specific region or have a unique recipe created by a chef working in close partnership with the Group's suppiiers.
Two of the Co-op Truly lrresistible products have been created by the award-winning chef and restaurateur Paul Heathcote and the overall theme of the advertising campaign will be Truly Irresistible food shown in an everyday setting.
The Group say there is a deliberate irony in the advertisements – conveying the message that people can enjoy indulgent, fantastic food in their own home.
The new television commercial, featuring characters from the Co-op's award-winning `creatures` campaign, will run for the first four weeks of the launch. The 40-second commercial features Kenneth the Bee, who introduces the Truly lrresistible products whilst relaxing on a chaise longue, followed by visuals of the products and mouth-watering visual imagery cues.
Featured television lines are Co-op Truly lrresistible Salmon Tarte, Smithfield Sausage, Exotic Salad with Mango and Chilli Dressing, Brioche Pudding and Bramley Apple 8, Cinnamon Ice Cream.
A national quality press campaign is due to start shortly and will run for eight weeks.
Featured quality press lines are Co-op Truly lrresistible Salmon Fish Cakes with Salsa, Smithfield Sausage, Exotic Salad, Brioche Pudding and Bramley Apple & Cinnamon Ice Cream.
Co-operative Group spokeswoman Susan Bromley told the News: `We have launched the Truly lrresistible products to encourage
consumers to take a fresh look at our offering and we are extremely proud of them.
`Truly lrresistible will go a long way towards developing our overall image and, as a knock-on effect, that of our other own-label products too.`