Helping a new generation reappraise Co-op food
Case Study
Co-op is the largest food retailer by stores in the UK – every postcode has a Co-op! But the Co-op is still used by predominantly older demographics, and for ‘crisis purchases.’
To grow and succeed in today’s world, the Co-op needed to attract younger, millennial audiences, and get them to consider the Co-op for more meal missions. But – how?
We took Co-op food creations to the masses! Using our deep industry experience and cutting-edge research and analytics, we identified the core moments in the calendar where we could find and engage with our target audience.
Over 3 years, we developed and executed several large-scale, award-winning food experiential concepts that helped Co-op stand out from the crowd, get tried and tasted by as many of our new, younger audience members as possible – and surprise and delight them with the breadth and quality of Co-op food.
Hero campaigns along the way included our “unpredictable summer” campaign, pitching up at over 20 festivals and hundreds of high streets across the UK and getting food samples into the hands of millennials – come rain or shine!
Our award-winning “Mix Kitchen” at Bestival was the most visited attraction for two years running! We paired festival goers with Michelin-starred chefs, designing and creating their bespoke menus that were then cooked and served fresh to order – all with outstanding Co-op food and an amazing atmosphere and experience. We connected thousands of Millenials with an amazing food experience!
“You’ve really helped us put Co-op food on the map – seeing really is believing!”
