Willoughby wins pitch for Midlands Co-op business

Midlands Co-op has appointed Willoughby PR as its prepares to compete with Tesco and Asda in the regional supermarket sector.

The Birmingham-based agency was appointed on a campaign-by-campaign basis after a four-way pitch. It has been tasked to carry out 'grass-roots PR' for its client, which has embarked on an aggressive supermarket expansion plan.

Despite its sizeable in-house team, Co-op head of corporate affairs Peter Vaughan called in external help, offering fees believed to be worth more than £100,000. The brief is to assist in raising the brand's profile as it prepares to submit planning applications on retail sites throughout the Midlands.

'The Co-op is competing against the other two main brands - Tesco and Asda - and competition is fierce,' said Willoughby MD Elizabeth Lewis-Jones, whose agency specialises in the property sector.

She will lead a team of four, reporting to Vaughan and will target communities, councils and businesses through the local media.

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