Own-brand positioning with individual theme setting

COOP

Deborah Paglialunga

Deborah Paglialunga

Consultant

Nina Krucker

Nina Krucker

Partner & Head of Brand Communications

Nina Kaufmann

Nina Kaufmann

Consultant

Nadine Schürer

Nadine Schürer

Consultant

Rebecca Gerritsen

Rebecca Gerritsen

Polygraph

Remo Gerisch

Remo Gerisch

Art Director

 

Olivia Deubelbeiss

Olivia Deubelbeiss

Associate Consultant & Influencer Marketing Specialist

Anita Raaflaub

Anita Raaflaub

Senior Consultant

 

CHALLENGE

Coop has 15 own brands designed to appeal to different groups of consumers, from organic food lovers, to vegetarians, to fans of convenience. In addition to raising brand awareness, profiling each of the own brands and introducing new products, one of the communications goals is to strengthen the Coop umbrella brand.

STRATEGY & SOLUTION

Farner devises a strategic theme setting approach for each own brand, which it delivers via media and influencer relations, shows and events, online and offline corporate publishing and People PR.

IMPACT

The interplay between traditional advertising and marketing PR reinforces the likeability and perceived quality of Coop’s own brands.