Co-op appoints Threefold as shopper media partner


Threefold, a new shopper media agency designed to turn retailers into media owners and help boost brand marketing in-store and online, has today announced a partnership with the UK’s leading convenience retailer, Co-op. The new in-house shopper marketing service will focus on connecting Co-op’s FMCG brands with a large base of shoppers across 2,800 + store locations through relevant and engaging in-store marketing.

Threefold is part of Shopper Media Group (SMG), and will take ownership of the group’s long-term partnerships with both forward-thinking retailer Shop Direct and the world’s leading retailer for parents and young children, Mothercare. By combining trademarked technology with insight from detailed shopper data, Threefold will build bespoke campaigns that deliver value for retailers, as well as for their supplier brands and shoppers.

Threefold has been born out of award-winning shopper media agency Capture, which delivers campaigns for many of the top 50 FMCG brands, such as Warburtons, Kellogg’s, Kerry Foods and McCain. The newly launched agency will focus its expertise on developing and managing effective media estates for retailers, and both agencies will sit within SMG’s expanding portfolio.

Sam Knights, co-founder and director at Threefold, said: “Managing a media estate can be tricky, and we’ve seen so many retailers lose out on brand investment, because they don’t create the right sort of environment to work effectively with brands and get the best possible value from their media estate.  For us, we see this a partnership with the retailer and their brands. We work in-house within teams to build that close connection, running campaigns that boost both brand equity and the bottom-line.”

Jemima Bird, customer director at Co-op, said: “Relaunching our in-house shopper marketing proposition with Threefold means we can provide a bespoke agency service to our branded suppliers. We know that the best marketing campaigns are developed through creative thinking and precision planning. With Threefold, we’re looking to build great marketing campaigns that add value to our customers and ultimately enhance their shopping experience with us.”