Having worked with Delineo on several successful campaigns, The Co-operative Pharmacy challenged the branding agency Manchester with promoting its new e-commerce website enabling customers to shop online.

Coinciding with the launch of the new e-commerce website, Delineo’s task was to focus on creating an identity for the Co-operative Pharmacy along with an awareness campaign to alert customers of the launch of the e-commerce website, as well as increasing awareness in-store, whilst maintaining this strong brand identity throughout.

Along with designing imagery and styling for the website, a varied range of in-store promotions were used in the form of window and store posters, postcards and shelf wobblers to increase awareness and to inform customers about the new website which stocks a broader range of health and beauty products and offers health advice.

To help build brand awareness amongst staff and to ensure a consistent brand image, internal comms were also included in the campaign.

Integrated campaign elements: Brand communication, Point of sale

The world’s largest manufacturer of household water softeners and drinking water filters has recently launched its ‘The Joy of Ecowater’ consumer marketing campaign.

Manchester marketing agency Delineo was tasked to create an engaging consumer campaign that highlights the benefits of having an Ecowater system in the home and the benefits of soft water to the family.

The key message “The Joy of Ecowater” is supported by a number of different executions that show each member of a family enjoying water in different ways.

Each execution highlights a benefit of soft water for that person. Whether it’s a baby in bath, where softer water is kinder to their skin or simply using the dishwasher, knowing softer water will stop lime scale build up. The friendly imagery and reassuring tone of voice embraces everything about experiencing “The Joy of Ecowater”.

The campaign will integrate web, press ads, video as well as a full suite of marketing collateral to support the campaign.

To view the ‘The Joy of Ecowater’ family videos click here.

Integrated campaign elements: Advertising, brand communication, digital, point of sale,  sales promotion, video.

The Co-operative’s Charity of the Year has officially launched with a challenging fundraising target of £5 million for its 2011 charity partners Mencap and ENABLE Scotland.

Delineo is now in its fifth year of supporting the Charity of the Year and is integral to the entire fundraising process. The Manchester Marketing agency’s involvement started with an initial voting phase in August 2010, whereby Co-operative staff across all the businesses were invited to nominate their preferred charity from a shortlist. For this stage Delineo developed offline and online communication to drive the voting process.

Following the succesful selection of Mencap and ENABLE Scotland, Delineo has been instrumental in setting the creative style and tone of voice for the roll out, creating a unique identity for the new Charity of the Year partnership.

This has involved exploring how the creative engages effectively through internal comms for staff, fundraising materials, and consumer facing business channels, namely The Co-operative Food in-store POS.

The focus of all the marketing comms is around the hero image of Ben and his partner, which is very emotive and uplifting. This look and feel remains consistent across the website, 96 sheet billboard, POS and exhibition pieces that have all recently been rolled out.

Integrated campaign elements include printed literature, POS, video, the main website, as well as a bespoke microsite for Santa Dash (one of the biggest fundraising events in the calendar), exhibition display materials, outdoor media and merchandise.

Integrated campaign elements: Digital, point of sale,  sales promotion, video.

Delineo was asked to come up with a summer campaign that is fun and quirky to differentiate The Co-operative Travel against the stiff competition.

In order to encourage consumers to buy travel money from The Co-operative Travel the campaign worked on a number of levels conveying holidays, simplicity, convenience and The World Cup.

By using a graphic windmill displaying various World Cup teams and the use of the strapline ‘it’s a breeze’, communicates how easy it is to pick up your money at The Co-operative Travel as well as having a topical theme for the summer.

Integrated campaign elements: Point of sale, advertising, sales promotion.

EcoWater is the world’s largest manufacturer of residential water treatment systems, offering a complete product range that includes water softeners and drinking water filters. They needed to better understand their customers and in doing so, create a new route to market that would help to increase sales.

Delineo defined and implemented a marketing strategy, including brand development and a full comms programme.

Testimonial: “In the absence of a marketing department, I think of you as my board director for marketing.”
MD, EcoWater .

Integrated campaign elements: Point of sale, direct marketing, eDM, brand communication.

Ongoing integrated campaign promoting free and paid for health services offered by The Co-operative Pharmacy. Positioning the business as a good value and convenient destination for health for local communities, as well as the clear choice as a service provider.

Delineo created a clear brand identity to work across a series of individual campaigns each strengthening the overall proposition and providing a cohesive look and feel.

Testimonial: “Just wanted to drop you a line to let you know what a fab job I think the team have done on the website – I think it’s great and shows the added value we get from the additional projects which Delineo have managed for the Pharmacy business.”
Marketing Communications Manager, The Co-operative Pharmacy

Integrated campaign elements: Point of sale, brand communication, sales promotion, direct marketing.

Targeting independent retailers and their staff within the Wigan area, this campaign is focused on various social marketing aims including responsible drinking. The specific behavioural objective of requesting ID in relation to the sale of age restricted products was the primary focus of the campaign. This was addressed through the creation of an easy to implement retailer pack the need for which was derived from insight work that identified the none formalized and free format approach to staff training in many of the establishments.

Integrated campaign elements: Direct marketing, point of sale.

Consumer campaign to raise awareness of The Co-operative brand and encourage consumers to shop at multiple Co-operative businesses and gain membership (loyalty) rewards. Included localised messages relevant to individual communities around the UK.

Integrated campaign elements: Direct marketing, eDM, point of sale, sales promotion.

Campaign required to strengthen customer loyalty encouraging repeat purchases and word of mouth promotion to a wider audience.

Campaign included instore promotions and POS materials encouraging customers to post stories online of where they had worn their Timberland boots and how they had benefited. Opportunity to win a holiday of a lifetime.

Integrated campaign elements: Point of sale, direct marketing.

Strong visual identity required for Legal Services ensuring clear messaging and easy recognition of the services available. Key requirement to raise awareness and understanding of The Co-operative’s Legal Services.

The integrated campaign included interactive/online communications and PPC advertising, as well as a wide range of direct mail, printed and POS materials. The re-branding programme delivered both off and online, along with internal communications to maximise effectiveness.

Integrated campaign elements: Advertising, digital, direct marketing, brand communication, sales promotion.