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 settings.

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 May.

Via EPR Network
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