WPR to Deliver National Media Relations Brief for Co-op

WPR has been appointed by Central England Co-operative to deliver a national media relations consumer PR brief, with a focus on building the organisation’s reputation as an ethical, vibrant, modern organisation which has sustainability at its core.

The Birmingham PR agency will be delivering work to amplify the brand’s voice through targeted campaigns to gain traction with national and regional media. The activity will build awareness of the importance of the co-operative movement, increasing engagement and having the ultimate goal of member acquisition and driving footfall.

WPR managing director Jane Ainsworth said: “The ethos of Central England Co-operative is incredibly powerful for today’s sustainability conscious consumer. This is an organisation founded on a concept of community and corporate responsibility, so it has a strong story to tell.

“We know the retail sector well, with a client portfolio including brands such as Oxfam, Beaverbrooks and Benchmarx, and we’re excited about combining our creativity and insight to help give Central England Co-operative a distinctive, culturally relevant voice in this competitive space.”

Vicki Kite, communications and social change manager at Central England Co-operative, said: “WPR impressed us with their understanding of both the retail and media landscapes. We’ve always been leaders in the field of ethical, sustainable business and we’re looking forward to working with WPR to ensure those messages are weaved into national conversations.”