Truly Irresistible Relaunch for The Co-operative
Released on: June 02, 2011, 5:07 am
The Co-operative Food
Food & Beverage
The Co-operative is relaunching and revamping its premium Truly Irresistible range, with the addition of 50 brand new products for
2011, and an elegant, sleek new look.
The Co-operative Truly Irresistible range provides quality, great-tasting and
affordable food within easy reach. With a range of 400 products - including 50
brand new ones for 2011 - there’s something for every occasion - from an indulgent
treat to share with family and friends, to inspiration for making the evening meal
that little bit more special.
The stylish new Truly Irresistible logo and packaging, which has been created for
The Co-operative by Manchester-based GJ Creative, exudes quality and provides a
striking on-shelf presence for the premium own-brand range.
The range officially re-launches tomorrow (Wednesday 25 May), when many of the new
products - perfect for summer eating - will be available. To encourage shoppers to
try the Truly Irresistible products, the entire range will have a minimum of 25% off
from 25 May to 14 June 2011 inclusive.
Sean Toal, Commercial Director for The Co-operative Food, said: “With
continued pressure on everybody’s purse strings, many people are eating in rather
than dining out, so the extended Truly Irresistible range is ideal for those looking
to create quality dining experiences at home.
“We’ve added lots of delicious new products to our premium range, as well as
reviewing every single Truly Irresistible product to ensure we’re offering the very
best in terms of fantastic tasting, quality food at affordable prices for our
customers and their families.”
The extended range includes higher-welfare British meat and poultry, as well as
fresh seasonal fruit and vegetables and top-quality store cupboard ingredients - all
perfect for scratch cooking.
However, there are also some delicious premium pre-prepared meals and desserts to
add to any occasion, from family mealtimes and romantic nights in, to picnics and
eating alfresco - and all within easy reach at local Co-operative stores.
The launch will be backed by a multi-million pound advertising campaign, which
breaks tomorrow. The national TV advert features the now firmly-established family
from The Co-operative’s “Passionate Plea” campaign, sitting down at a “table for
four” to eat what looks like a restaurant-quality three-course meal, made with
delicious Truly Irresistible products, including Parma ham, stone-baked mozzarella,
tomato & pesto pizza, garden salad and lemon & summer berry torte. The ads created
by TBWAManchester, will also communicate the “at least 25% off” message.
The Co-operative will also use its sponsorship of ITV National Weather to highlight
its premium range, with idents featuring several of the hero products in a
combination of relaxing summer scenarios and exhilhirating and enjoyable outdoor
The Co-operative will also be extending its digital reach in support of the Truly
Irresistible brand. The multi-channel approach will see a re-design of The
Co-operative Food’s website ( www.goodwithfood.co.uk ). The new-look website,
featuring the re-invigorated Truly Irresistible packaging, will be unwrapped on 25
Utilising traditional media both in and out of store, The Co-operative will also be
introducing QR codes to drive traffic to the website, where users will experience an
interactive Truly Irresistible portal area showcasing the range, as well as a
competition to win a chef for an evening and recipe ideas.
Further to The Co-operative’s recent upgrade to its in-store radio system, when it
broadcast the Royal Wedding live, vox pops from customers will feature from 80
in-store taste-testing events.
Customers will also be able to enter exclusive Facebook and Twitter competitions.
Tweets containing the hash tag #Trulyirresistible will be entered into a daily prize
draw. On Facebook, customers will be invited to talk about what’s “truly
irresistible” in their lives with the chance of winning £1000 worth of Co-operative
vouchers, courtesy of The Co-operative Travel.
The Co-operative Truly Irresistible range only uses quality British meat (excluding
continental meats) and poultry, which meet higher animal welfare standards such as
Freedom Food chicken, pork and bacon. The criteria apply across the range, whether
frozen, fresh or as an ingredient in prepared products. So, for example, customers
can savour the mouth-watering flavour of top-quality Freedom Food-accredited Welsh
Cambrian Hill Lamb in Truly Irresistible lamb products, from delicious lamb chops to
the Truly Irresistible Moussaka ready meal, in which the lamb is finely minced with
herbs and spices.
As well launching 50 delicious new products, The Co-operative has made improvements
to the existing range and has kept many old favourites, including Truly Irresistible
Soft Cheese Stuffed Peppadews, Mixed Olives & Soft Cheese, Margherita Pizza,
Balsamic Vinegar & Roast Garlic Flatbread, soft White Deli Rolls, All-Butter
Croissants, Beech & Oak Wood Smoked Scottish Salmon, Mature Cheddar Cheese & Shallot
Crisps, Freshly Squeezed Orange Juice, Gruyere Cheese & Poppy Seed Twists, Vanilla
Ice Cream and creamy Coleslaw.
Additionally some of the existing Truly Irresistible products have been given new
recipes - the Truly Irresistible Sausage range, which is made with Hampshire-breed
Freedom Food-accredited pork, and the delicious Truly Irresistible burger range are
now 100% gluten free.
Truly Irresistible products are available at all Co-operative stores nationwide,
although range may vary. For details of the range and local stores, customers can
contact The Co-operative Customer Careline on (freephone) 0800 0686 727.
Contact Details: Michelle Henderson
Public Relations Manager
The Co-operative Food
0161 827 5290
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