The society will be re-branding its Foodcentre in Earlsdon, Coventry, as part of a pilot project to monitor the impact of the new brand. Work on the project has already started and is scheduled for completion next month.
Heart of England Chief Executive Ali Kurji commented: “We have watched with interest how the new brand has performed and the momentum created when adopted by other societies and we look forward to similar results at our newly refurbished Earlsdon Foodcentre.
“I think that by using the words ‘The co-operative’ we are making a statement about the organisation and the way we do business. It clearly communicates what we are — straightforward, open and honest.”
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 UK. Including all societies, the number of outlets carrying ‘The co-operative’ fascia now stands at over 3,200.
Patrick Allen, the Group’s Director of Marketing, said: “I am delighted that another progressive society is adopting ‘The co-operative’.
“Our marketing campaign, including the ‘Good for Everyone’ TV commercial earlier this year, has taken awareness of the brand to new heights among members and the general public. The campaign showed that we have a vibrant, contemporary brand and all co-operative businesses appear to be benefiting from our higher profile.